Thomas' partners with Cecily Strong for morning people campaign
Irvining, Texas — In a bid to transform morning habits, the iconic breakfast brand Thomas'® has partnered with comedian Cecily Strong to launch the "Join the Morning People" campaign. The initiative aims to challenge Americans to embrace the early hours with a warm, delicious breakfast, regardless of their previous inclination toward snoozing or late-night antics.
Strong, known for her long-standing role in late-night television, is teaming up with Thomas' to create a series of light-hearted campaign spots that celebrate the chaotic yet rewarding aspects of morning life. Together, they will inspire viewers to participate in the 21-Day Morning People Challenge, designed to help form a lasting habit of enjoying breakfast in the morning.
"Thomas' is on a mission to redefine what it means to be a morning person," stated Leslie Vesper, Chief Marketing Officer at Bimbo Bakeries USA. "We believe that great mornings are created, not inherited. Partnering with Cecily Strong brings a fresh and lighthearted perspective to the breakfast table and encourages consumers nationwide to embrace the challenge."
In an interview, Strong shared, "If you told my former late-night self that I'd be leading a crusade to get people out of bed early, I never would have believed you. Mornings are chaotic, but with the right breakfast, a sense of humor, and something warm in the toaster, they can be more tolerable."
The campaign, which officially kicked off on September 1, 2026, includes a series of digital videos, social media content, and consumer activations. Participants can sign up for the 21-Day Challenge on JoinTheMorningPeople.com. As part of the campaign, Thomas' has partnered with Instacart, offering prizes such as gift cards and exclusive merchandise to selected participants until September 17.
Consumers are also invited to follow Strong's journey on Instagram as she documents her own 21-day transformation into a morning person. For official rules and more information, visit JointheMorningPeople.com/rules.
Thomas' has a rich history dating back to 1880, when Samuel Bath Thomas created his famous Nooks & Crannies English Muffin in New York City. Today, the company offers a wide range of breakfast products, including bagels and swirl breads, and is known for its English Muffin and grocery bagel lines, which rank as the top-selling items in the U.S.
To learn more about the campaign and Thomas' breakfast products, visit JoinTheMorningPeople.com or www.thomasbreads.com.