Thomas’, the company best known for
nooks, crannies and cinnamon-swirl toast, is introducing a new “Join the Morning People” marketing campaign, starring comedian and
actor Cecily Strong. Based on Ipsos research that 95% of people say they hate mornings, the bakery brand is hoping to make a change, encouraging people to take a 21-day “Morning People
Challenge."
“We know morning is a bit of a four-letter word,” says Leslie Vesper, CMO. “There’s this polarization. We believe adding some Thomas ’-- whether
it’s a bagel or English muffin --can make your morning a bit better.”
Strong earned her stripes as a night owl as the longest-running female cast member of "Saturday Night Live."
And as a relatively new mom, she adds an extra layer of morning chaos. But she’s not alone. Yawning, she takes on multiple night owl personas with the help of Thom, a sprightly sidekick,
fashioned as a 19th-century throwback to the brand’s founder. And he is, most emphatically, a morning person. (The brand, owned by Bimbo Bakeries U.S., based in Texas, first
introduced the character in 2024.)
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While breakfast is making a bit of a comeback, the campaign breaks in a rough-and-tumble moment for breakfast foods. Not only do carbs still get villainized
as consumers look for more protein, but convenience and grab-and-go options are also growing factors, especially among younger audiences. And while it’s true anyone can grab a bagel and head out
the door, Vesper acknowledges that experiencing a bagel or English muffin “in its true glorious fashion” requires a toaster.
The campaign is meant to boost penetration, especially among younger consumers. Aided
awareness of the brand is high, she tells Marketing Daily: above 80%. But unaided awareness is much lower, between 40% and 50%. Household penetration is lower yet, between 20% and 25%.
‘We’ve been part of the American breakfast for a long time,” she says, “so this is about reminding them, and getting them to reengage with the brand.” By signing up
for the challenge, consumers can win morning-themed prizes, like Thomas’ branded bedroom slippers and blankets, and Instacart gift cards.
TBWA\Chiat\Day New York is the agency. Ads are
running on CTV, YouTube, Meta, TikTok, Pinterest, plus Pause Ads on Disney+