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.