Thomas’ Bread
Toast to That

A breakthrough campaign to own the breakfast game.

Our Contributions

  • Brand Strategy
    Packaging Design
    Creative Development
    Platform Strategy
    Content Creation
    Media Planning & Buying
    Experiential Design
    Performance Analytics & Optimization

Launching a new line of premium breakfast breads might not sound like the kind of thing Gen Z wakes up excited about — but that was exactly the challenge. To introduce Thomas’ to this audience, we needed a sticky brand platform that could break through to a group known for selective spending habits and skepticism of corporate marketing. This meant completely deviating from the U.S. brand positioning.

So, we leaned into Gen Z’s mindset: they spend on what makes them happy — especially if it feels novel, joyful, and easy. Enter Toast to That — a campaign designed to make Thomas’ the flavour-packed breakfast no-brainer.

We started by creating bold, bright packaging designed to disrupt. To get eyes on it, we put eyes on it — literally. Our cast of characters gave each SKU its own unconventional personality, highlighting real ingredients in a way that made people do a double take.

That same irreverence carried through every channel, with headlines as flavourful as the bread. Toast to That positioned Thomas’ as a challenger brand with the swagger to call out breakfast boredom — and the charm to win over Gen Z.

Next, we served up content Gen Z was actually hungry for. Traditional recipe posts weren’t cutting it, so we tapped into their craving for comfort-driven, sensory content. ASMR stood out — so we built a social series where every sizzle, scrape, and toaster pop delivered bite-sized satisfaction.

And with TikTok now their go-to search engine, we launched contextual ads that popped alongside relevant topics. The result? Our audience ate it up.

To spark trial, we launched a wintery Toast Bar at The Bentway — serving craveable creations like S’mores Toast and a Deck’d Out Open-Faced Turkey with all the fixings. The result: 3,750 samples served, 4,500+ visitors engaged, and 1,745 coupons redeemed.

The appetite didn’t stop there — Thomas’ became the #1 new commercial bread in Ontario and was named “2024 New Product of the Year” by Canadian consumers. Proof that when the experience hits, so does the brand.

SCARY GOOD RESULTS

#1

New commercial bread
in Ontario

+226%

Ontario sales increase
Q3 vs. Q1

+220%

Above TikTok
engagement benchmarks

41%

Positive sentiment across paid assets on TikTok