Thomas’ launches its first Hispanic-focused creative campaign with alma for “El Club de la Mañana”

Thomas, the iconic breakfast brand, has launched “El Club de la Mañana” its first-ever dedicated Hispanic creative campaign, created in partnership with Miami-based modern culture agency alma.

The campaign puts a cultural twist on Thomas’ existing “Join the Morning People” platform, where Thom, the brand’s British gentleman character, invites consumers, even those who hate early starts, to rethink the way they begin the day, one delicious bite at a time.

While the broader campaign invites consumers to join the Morning People Movement, for Hispanic audiences, breakfast is already a beloved part of their day, rich with traditions and unique flavors. “El Club de la Mañana” celebrates Hispanic ingenuity, showing how Thomas’ is the perfect blank canvas for breakfast creativity. Inspired by real TikToks where Hispanics were already remixing Thomas’ with beloved traditional favorites, the campaign brings these culinary inventions to life, from adding Mexican-inspired spice to a breakfast sandwich to dipping a Thomas’ English Muffin into Cuban cafecito.

At the center of the campaign is Thom, a 19th century British gentleman experiencing Latino culture shock as he finds himself in unique breakfast moments. His English accent and attire initially make him seem out of place, but he soon finds his seat at the table, as Thomas’ becomes part of beloved Latino breakfast recipes.

“Thom is already a fish out of water. A blast from the past in modern life. We’re just adding to that by bringing him into our Latino kitchen to have him marvel at our breakfast creativity,” said Gabriel Ferrer, executive creative director at alma. “Hispanic culture isn’t one-dimensional. So we wanted to ensure we showcased a range of flavors and traditions that are constantly evolving. That’s where Thomas’ can play a role, bringing a modern twist to familiar recipes and creating new ways to enjoy breakfast moments people already love.”

The campaign extends directly to the table with original recipes that invite consumers to put their own spin on traditional breakfast favorites. By remixing familiar Hispanic flavors with Thomas’, the recipes turn the campaign from something to watch into something consumers can make and enjoy themselves.

“We’re on a mission to redefine what it means to be a morning person through Thomas’ portfolio of products,” said Leslie Vesper, senior vice president, marketing, Bimbo Bakeries USA. “Hispanic consumers already have such a strong connection to breakfast, so we’re showing how the brand can help them redefine their mornings by bringing a modern twist to the beloved traditions and flavors they know and love, creating great mornings in a way that feels uniquely their own.”

“El Club de la Mañana” launched across CTV and social, with additional campaign support planned for 2027, including influencer partnerships. Consumers can also explore the campaign’s original recipes through a dedicated landing page at thomasbreads.com/bienvenidosalclub.