Thomas’ is giving consumers a new reason to look forward to mornings with its “Join the Morning People” campaign, featuring comedian and actress Cecily Strong.

The campaign challenges consumers to rethink what it means to be a morning person by making breakfast a more intentional part of their daily routine.

At the center of the campaign is the Thomas’ 21-Day Challenge, encouraging consumers to enjoy breakfast each morning for 21 days. Through a series of videos and social content, Strong brings her signature humor to the campaign while showing that better mornings can start with a breakfast you enjoy.

“We’re on a mission to redefine what it means to be a morning person,” said Leslie Vesper, SVP, Marketing 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.”

As part of the campaign, Thomas’ is also partnering with Instacart to give select consumers the opportunity to receive prizes, including gift cards and exclusive Thomas’ merchandise.

The activation features favorites from across the Thomas’ portfolio, including English Muffins, Plain Bagels, High Protein Bagels, and Cinnamon Raisin Swirl Bread.

Consumers can follow Thomas’ across digital and social channels to learn more about the campaign and take part in the 21-Day Challenge.

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