The iconic breakfast brand partners with comedian Cecily Strong to prove that even late-night legends and busy parents can conquer early mornings – one 21-day challenge at a time

IRVING, Texas, Sept. 1, 2026 /PRNewswire/ — If you’ve ever hit snooze one too many times, you’re not alone. Research shows that 95% of Americans hate getting up in the morning¹ but Thomas’^® believes anyone can learn to embrace the morning with the right breakfast. That’s why the beloved breakfast brand has teamed up with comedian and actress Cecily Strong for its new “Join the Morning People” campaign, inspiring fans to rethink their mornings – one delicious bite at a time.

Best known as the longest-tenured female cast member in late-night TV sketch history, Strong stars alongside Thomas’ lovable “breakfast provocateur,” Thom, in a series of comedic campaign spots that celebrate early morning humor, chaos and small victories. From juggling parenthood and busy schedules to rising at dawn to catch an overseas sports match, the campaign reminds consumers that no matter when or what your morning looks like, with a Thomas’ breakfast it can set you up for success. 

“At Thomas’, we’re on a mission to redefine what it means to be a morning person,” said Leslie Vesper, Chief Marketing Officer at Bimbo Bakeries USA. “We believe great mornings are created, not inherited. Partnering with Cecily Strong allows us to bring a fresh, lighthearted perspective to the breakfast table and inspire consumers nationwide to take on our 21-Day Challenge.”

“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,” said Cecily Strong. “The truth is, mornings are chaotic. But partnering with Thomas’ proved that you don’t have to suddenly become a flawless sunrise person – you just need a good breakfast, a sense of humor, and something warm in the toaster to make it tolerable.”

To encourage Americans to incorporate a warm, delicious breakfast into their daily routine, Thomas’ is launching the 21-Day Morning People Challenge, inspired by research showing that it takes approximately 21 days to form a lasting habit. Fans can now visit JoinTheMorningPeople.com to sign up for the challenge.

As part of the campaign, Thomas’ has partnered with Instacart to reward select participants with prizes including Instacart gift cards and exclusive Thomas’ merchandise now through September 17. Fans can also follow along as Strong documents her own 21-day journey toward becoming a morning person on Instagram. For Official Rules, visit JointheMorningPeople.com/rules.

The “Join the Morning People” campaign has officially kicked off and includes a series of digital videos, social content and consumer activations celebrating a daily ritual inclusive of a warm, delicious Thomas’ breakfast, paired with a side of early morning humor.

For more information about the campaign, challenge details and Thomas’ breakfast products, visit JoinTheMorningPeople.com.

About Thomas’:
Thomas’ dates back to 1880 when Samuel Bath Thomas created his original famous Nooks & Crannies English Muffin in New York City. The company has since added bagels, muffin tops and breakfast breads, including a line of swirl breads, to its breakfast offerings. Today, Thomas’ sells the #1 English Muffin and #1 grocery bagel in the U.S. For a full list of Thomas’ products and where to buy them, please visit www.thomasbreads.com.

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SOURCE Bimbo Bakeries USA