HORSHAM, PA — Thomas’ Breads, a Bimbo Bakeries USA brand, launched Huzzah! A Toast to Breakfast, a marketing campaign that includes the brand’s first-ever character in its 144-year history.

The campaign introduces Thom, a person from 1800s England, who emerges from his home in the pantry to help with the typical hustle and bustle of family breakfast. Thom’s purposefully slow pace encourages consumers to enjoy the morning with breakfast ahead of a busy day.

“In a world of busy mornings full of school drop-offs, early conference calls and coffee in to-go cups, we felt that as a leader in the breakfast category, we needed an extension of our brand to fight for the breakfast occasion and communicate our foundational belief that mornings deserve to be savored — not rushed,” said Eduardo Zarate, senior director of marketing for Thomas’. “Thom is the perfect personification of our mission to make mornings more mindful as he stops at nothing to interrupt our autopilot routine and inspire delicious moments of enjoyment around the kitchen table.”

The campaign brings Thom to life in digital advertisements that showcase the entire range of Thomas’ breakfast portfolio.