95% of Americans hate getting up in the morning according to research. Bakery brand, Thomas’, believes anyone can learn to embrace the morning with the right breakfast. That’s And it has called on comedian and actress, Cecily Strong, to get the US to Join the Morning People, inspiring fans to rethink their mornings – one delicious bite at a time.
Strong, best known as the longest-tenured female cast member in late-night TV sketch history, stars with Thomas’ lovable “breakfast provocateur,” Thom, in a series of comedic campaign spots that celebrate early morning humour, chaos and small victories. The campaign reminds people that no matter when or what your morning looks like, juggling parenthood and busy schedules, rising at dawn to catch an overseas sports match, with a Thomas’ breakfast it can set you up for success.
The campaign includes the 21-Day Morning People Challenge, inspired by research showing that it takes approximately 21 days to form a lasting habit. Fans can now visit JoinTheMorningPeople.com to sign up for the challenge.
“At Thomas’, we’re on a mission to redefine what it means to be a morning person,” stated Leslie Vesper, chief marketing officer at Bimbo Bakeries USA. “We believe great mornings are created, not inherited. Partnering with Cecily Strong allows us to bring a fresh, light-hearted perspective to the breakfast table and inspire consumers nationwide to take on our 21-Day Challenge.”
“If you told my former late-night self that I’d be leading a crusade to get people out of bed early, I never would have believed you,” Cecily Strong added. “The truth is, mornings are chaotic. But partnering with Thomas’ proved that you don’t have to suddenly become a flawless sunrise person – you just need a good breakfast, a sense of humour, and something warm in the toaster to make it tolerable.”
Thomas’ has also partnered with Instacart to reward select participants with prizes including Instacart gift cards and exclusive Thomas’ merchandise now through September 17. Fans can also follow along as Strong documents her own 21-day journey toward becoming a morning person on Instagram.
The full campaign includes a series of digital videos, social content and consumer activations celebrating a daily ritual inclusive of a warm, delicious Thomas’ breakfast, paired with a side of early morning humour. It will run on CTV, YouTube, Meta, TikTok, Pinterest, plus Pause Ads on Disney Plus.
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