Cecily Strong partners with Thomas' for new breakfast campaign

Comedian and actress Cecily Strong has partnered with the bakery brand Thomas' for a new advertising campaign titled ‘Join the Morning People’. The initiative aims to encourage Americans to embrace early mornings through humor and breakfast.

Drawing on research suggesting that 95% of Americans struggle with getting up early, the campaign features Strong alongside the brand’s ‘breakfast provocateur’, Thom, in a series of comedic spots. The advertisements focus on the chaos of morning routines, including parenthood and busy schedules, suggesting that a good breakfast can make the transition more tolerable.

A central component of the campaign is the ‘21-Day Morning People Challenge’, which is based on the concept that it takes approximately 21 days to form a lasting habit. Leslie Vesper, chief marketing officer at Bimbo Bakeries USA, stated that the partnership aims to bring a light-hearted perspective to the breakfast table and redefine what it means to be a morning person.