Osito Bimbo´s Bread: The Grupo Bimbo campaign that brought families together at breakfast
By Aivy Schroth, Grupo Bimbo Marketing Director, Latin South Region. Schroth holds a degree in marketing, an MBA, and is a specialist in category development and market expansion.
A particular study asserts that three out every four persons in Latin America eat baked goods at the first meal of the day.
Grupo Bimbo concluded its El pan del Osito campaign after a major deployment in the Latin Sur Organization that oversees operations in Argentina, Chile, Paraguay, Peru and Uruguay. There were radio and TV spots, that underlined that getting together with family was more important than ever, especially to enjoy the most important meal of the day, breakfast.
Starting every day with something yummy and nutritious requires a bit of creativity and wit. But mornings tend to be limited moments for getting ready, eating and taking up daily activities. Sandwich bread takes care of the situation, with versatility, and is a major star in rich, nutritious and varied breakfasts.
According to a regional quantitive analysis by Ipsos, the principal moment for packaged bread consumption is breakfast. Of the 91% of subjects that eat some kind of food at the first meal of the day, 76% consume one or many baked goods; 21% eat sandwich bread. (Ipsos, “Share of Stomach” report, Latin Sur, 2019).
With all this in mind, Bimbo sought to empower the family and emotional vibe at that moment in the day, strengthening solidarity despite the presence of isolation measures in many Latin American countries.
Digital media use was also key to getting out the message, given its exponential growth in recent years, especially since 2020. The combination of multiple platforms allow us to interact in different ways with audiences, bring the brand top-of-mind and underline our products’ attributes.
According to a study by Global Data, during 1Q 2021 throughout Latin America (2021 Q1 Consumer Survey Snapshot: Attitudes and Behavior in Latin America), there was considerable growth, between 39 and 51%, in every age group when it came time to making food at home. It led to a greater consumption of products like sandwich bread.
The work we did at Grupo Bimbo during the last international campaign, acts on new consumer need, with priority placed on the high quality of our products and the wide variety that the full company portfolio offers in every corner of the globe.
It means Bimbo continues its work to bring high quality products to families and go with them in their most important moments, practically hand-in-hand, alongside softness, versatility, nutrition and flavors in its breakfasts and meals in general. Review the commercial at the following links:
