To introduce Thomas’ premium breakfast bread to Gen Z, Grupo Bimbo needed a fresh approach that would break through to a generation known for their cautious spending, distrust of corporate messaging, and high levels of stress. The goal: create a brand identity that felt both authentic and appealing.

The Toast To That campaign flipped the script on traditional breakfast marketing by embracing a witty, self-aware tone. Instead of focusing on the usual clichés, we spotlighted the frustrations of modern mornings—uninspired meals, hectic schedules, and the daily grind. With messaging that blended humour and relatability, we positioned Thomas’ as the no-fuss, flavor-packed answer to breakfast woes, making it the go-to choice for Gen Z’s fast-paced lives.