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“Haz Sandwich”, The new Bimbo campaign

We seek to position the sandwich

as the ideal meal due to its qualities in terms of nutrition, practicality, variety and taste

The objective is to promote the benefits and consumption of sandwiches among the population.

It will be a multimedia campaign with the participation of important personalities from our country.

Mexico City, February 7th, 2006.- Yesterday, Bimbo launched its new “Haz Sandwich®" (“Make a Sandwich”) campaign, which seeks to promote the qualities of this meal and foster its consumption among the population.

José Manuel González, Bimbo Marketing Director said: “through this campaign we seek to position the sandwich as the ideal meal due to its qualities in terms of nutrition, practicality, variety and taste”.

In latter years, life-style changes of Mexicans have led people to have less time available to be at home and prepare home-made meals; this can be seen in all types of households: families with children or teenagers; one-person homes and those of young couples and elderly persons. In spite of it, it is possible to keep a well-balanced diet; the solution can perfectly be a sandwich.

Also, sandwiches can be eaten at any time and anywhere; can be easily prepared and be as varied as one wishes.