Huzzah! Thomas' Hungry Fop Toasts Breakfast
Thomas' is bringing its breakfast brand to life through the character of "Thom."
The campaign, "Huzzah! A Toast to Breakfast," puts foppish Thom front and center, with the aim of building an emotional connection to consumers.
While he sports a British accent, Thom actually hails from consumers' pantries. He makes his grand entrance on the brand's social channels.
"Consumers already ask who Thomas' is,” Eduardo Zarate, senior director of marketing, tells Muse. "Instead of it being Samuel Bath Thomas, the creator of the original Nooks & Crannies English Muffin and an expected choice, we wanted our character to portray the role that Thomas' plays in consumers' lives and humanize the brand in a fun, wholesome way."
Zarate says the breakfast table is often replaced by to-go boxes and coffee cups. The aim of the "Huzzah" campaign is to emphasize the importance of eating breakfast—but also enjoying it.
"Huzzah" was led by DDB Chicago, in partnership with Vault Communications, PHD Media and Millennium Communications.
The first iteration of the integrated campaign runs through the rest of 2024 on Meta, Pinterest and TikTok, CTV platforms including Paramount+, Peacock, Hulu, Tubi and elsewhere.
Future plans include keeping Thom as "the face of Thomas' in pantries and cupboards across the country," Zarate also says. "He serves as a reminder to all of the busy families out there that breakfast is meant to be savored, not rushed."
