Iconic brand welcomes a new addition to the
breakfast table with its deliciously quirky 'A Toast to Breakfast'
campaign
HORSHAM,
Pa., May 13, 2024 /PRNewswire/ --
Breakfast's best-kept secret is about to be revealed: world,
meet Thom. Thomas'® Breads, the top seller of grocery
store English Muffins and bagels in the U.S., today launched
Huzzah! A Toast to Breakfast – a fully integrated campaign aiming
to make mornings more mindful, one breakfast at a time, courtesy of
the brand's first-ever character in their 144-year history:
Thom.
A proper young man with a strong British accent, Thom – who
hails from 1800s England – has
emerged from his home in the pantry to help those lost in the busy
morning shuffle take the time to savor breakfast once again. Fueled
by his era's slower pace of life and unwavering commitment to the
most important meal of the day, Thom's hilarious antics slow the AM
rush to a simmer as he encourages us all to recognize what truly
matters and enjoy all of life's delicious moments. From relishing
the butter pooling in the Nooks and Crannies®
goodness of a Thomas' English Muffin to meticulously topping a
bagel just the way you like it, Thomas' new brand character has
made it his mission to remind us of the forgotten art of savoring
breakfast with his 'toast' to the most important meal of the
day.
To bring Thom's personality to life, the campaign showcases his
morning escapades in multiple advertising spots now live across
digital advertising, social media and linear TV. Featuring the
entire range of Thomas' breakfast portfolio – from English Muffins
to bagels, swirl bread and beyond – Thom's quirky commentary mixes
his not-of-this-time Regency-era charm with a steadfast commitment
to making mornings more delicious. The result delivers fun and,
sometimes, gratifyingly awkward exchanges with the families he
encounters.
As he pops in to help people make time for the things that
matter, Thom shouts his signature catchphrase 'Huzzah!' at every
turn, celebrating every deliciously satisfying win as his efforts
result in a moment that's savored. An otherwise rushed morning
conquered as someone catches up on the news over a toasty mini
bagel? Huzzah! Celebrating the 'pop' of the toaster as it signals
that your double toasted English Muffin is ready? Most definitely:
Huzzah!
"In a world of busy mornings full of school drop-offs, early
conference calls and coffee in to-go cups, we felt that as a leader
in the breakfast category, we needed an extension of our brand to
fight for the breakfast occasion and communicate our foundational
belief that mornings deserve to be savored – not rushed," said
Eduardo Zarate, Senior Director of
Marketing for Thomas'. "Thom is the perfect personification of our
mission to make mornings more mindful as he stops at nothing to
interrupt our autopilot routine and inspire delicious moments of
enjoyment around the kitchen table."
Thomas' dates back to 1880 when Samuel Bath
Thomas created his original English Muffin in New York
City using a secret process that included griddle baking to
create the famous Nooks & Crannies English Muffin. The
company has since added bagels and breakfast breads, including a
line of swirl breads, to its breakfast offerings. Today, Thomas'
sells the #1 English Muffin and #1 grocery bagel in the U.S. For a
full list of Thomas' products and where to buy them, please
visit www.ThomasBreads.com.
About Bimbo Bakeries USA
Bimbo Bakeries
USA is a leader in the baking
industry, known for its category leading brands, innovative
products, freshness and quality. Our team of 20,000+ U.S.
associates operates 60 manufacturing locations in the United States. Over 11,000 distribution
routes deliver our leading brands such as Arnold®, Artesano®, Ball
Park®, Bimbo®, Boboli®, Brownberry®, Entenmann's®, Little Bites®,
Marinela®, Mrs Baird's®, Oroweat®, Sara Lee®, Stroehmann® and
Thomas'®. Bimbo Bakeries USA is
owned by Mexico's Grupo Bimbo,
S.A.B de C.V., the world's largest baking company with operations
in 35 countries.
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SOURCE Bimbo Bakeries USA