Background & Challenge

Thomas’ is well known, but the new brand mascot, Thom isn’t. Our goal was to turn him into an iconic distinctive asset.

Insight

It’s breakfast deja vu each day - in consumption and the category.

Strategy

A Morning Rallying Cry - Grow with breakfast buyers and get Thom into culture by reaching younger audiences with a modern media mix.

Idea

Rise and Shine With Thom all Day: Make Thom top-of-mind in the morning and evening in mainstream spaces.

• Shift to a digital video and social-first media mix.

• Establish optimal R/F across key channels.

• Get him into culture

Results

• 1B impressions

• 200% increase in video ROI