NEW YORK, August 10, 2015—Back-to-School ’15 marks a milestone for French Toast (www.frenchtoast.com). America’s leading schoolwear brand relaunches this season with updated messaging and a back-to-school media campaign to resonate with moms and kids.

French Toast has been refreshed and reimagined to better fit every student’s back to school needs. The smart, school-centric and authentic schoolwear brand is evolving into a uniform for a kids life™. French Toast continues to be the brand moms trust for their families.

Leveraging its longstanding and deep connections with schools and moms, the brand uncovered the “key purchase drivers.” Together with brand extension agency, Parham Santana, French Toast conducted qualitative and quantitative research to confirm that moms look for both comfort and durability when shopping for school clothes. Based on these findings, a new tagline “Comfort That Lasts™” was born to resonate with moms.

French Toast’s Chief Marketing Officer, Kevin Mitchael, worked together with Parham Santana to develop fresh imagery, a new logo and the brand’s commercial illustrating the new Comfort That Lasts™ messaging. “How Do You Wear French Toast?” is running on HULU and other digital platforms and visually embodies the new direction of the brand.

“French Toast has a 30 year heritage in the classroom. However, we are evolving the product line to be a part of a kid’s life at different times of the day," noted Mitchael. "Once you combine style with our 50 wash tested durability and features like Power Knees™, you have a versatile product that moms love and kids want to wear."

In the 30-second spot, acrobatic kids put French Toast to a uniform test by doing the things they do throughout their day: running, jumping and flipping through sporty and sticky situations while wearing French Toast. At the end of the spot, the kids…and their uniforms…look great.

About French Toast

French Toast is America's leading brand of school wear. Since 1985, French Toast has provided families with quality children’s wear as well as boys and girls school uniforms at great prices.  For more information, please visit www.frenchtoast.com.

About Parham Santana

Parham Santana (www.parhamsantana.com), The Brand Extension Agency helps national brands extend and restage in the retail world. Positioning and brand extension strategies for clients have guided long-term multi-billion-dollar retail programs for thousands of products at major national retailers in every channel of distribution – including Walmart, Kohl’s, and Bed Bath & Beyond. Parham Santana’s clients are among the world’s leading brands, including Food Network, Better Homes and Gardens, Discovery Channel, and American Girl.