ACD, Art Direction
Groupo Bimbo was looking to launch Thomas’ new line of premium breakfast breads to a Gen Z target. In order to drive awareness and trial, we needed to create an engaging and exciting new brand positioning that would resonate with an audience known for their selective spending habits, skepticism of corporate marketing, and unprecedented levels of anxiety.
Our “Toast To That” campaign used a tongue-in-cheek tone of voice to take aim at the mundane world of traditional bread and other breakfast options perceived as unsatisfying, complicated, or time-consuming. We used witty and relatable messaging to reinforce our strategic positioning of taste you don’t need to overthink. Each execution relieved a specific stress point faced by our Gen Z audience, presenting Thomas’ as the tasty solution to boring breakfast options, time-starved mornings, and the struggle of getting out of bed to face another day.
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