Bread brand Thomas'® recently introduced Thom, the first character in the brand's 144-year history, with the launch of the 'A Toast to Breakfast' campaign. Thom figures as a proper young man with a British accent hailing from 1800s England. Thomas'® hopes that this character will infuse mornings with delightfulness and encourage savoring breakfast through his quirky antics.
The 'A Toast to Breakfast' campaign depicts Thom's morning escapades across digital advertising, social media, and TV. Meanwhile, the marketing strategy calls attention to the bread brand's breakfast portfolio, of course. With his catchphrase "Huzzah!", Thom celebrates every breakfast win, emphasizing the importance of savoring morning moments amidst busy routines.
Eduardo Zarate, Senior Director of Marketing for Thomas'®, underscores Thom as the embodiment of the brand's mission: "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."
Bread Brand Characters
Thomas'® Bread Introduces Thom, a First for the Brand's 144-Year History
Trend Themes
1. Branded Characters - Introducing a character like Thom provides a narrative and emotional connection with consumers, making the brand more relatable and memorable.
2. Heritage Marketing - Drawing on historical themes and figures, brands can create a sense of tradition and authenticity, enhancing their appeal to consumers seeking comfort and reliability.
3. Breakfast-centric Campaigns - Focusing marketing efforts on the breakfast meal can highlight its importance, encouraging consumers to invest more in quality breakfast products and routines.
Industry Implications
1. Food and Beverage - Developing unique brand characters can differentiate products in a saturated market, creating a distinctive consumer experience and boosting brand loyalty.
2. Digital Advertising - Leveraging engaging characters in digital campaigns can enhance consumer engagement and spread brand messaging more effectively across platforms.
3. Content Creation - Incorporating storytelling through branded characters presents opportunities for compelling content that resonates with viewers and promotes shareability.