A campaign that doesn’t show the product is unexpected. It’s a campaign that makes you think. And that means it’s more likely to be remembered. The campaign comes from Ogilvy for bakery brand, Bimbo. The product is Bimbo’s larger bread slices. The message is told by showing the toppings it uses up completely, showing empty packaging of its classic table companions, as a clever way to highlight the new size and shape of Bimbo’s bread. With a simple “You’re welcome,” Bimbo addresses these neighbouring brands to celebrate, with humor and confidence, a tangible improvement: more bread, more possibilities to enjoy.
This launch in Portugal is part of a broader campaign that has been running in Spain since July and will continue through August and September, consolidating Bimbo’s positioning as an innovative brand that connects with its consumers through simple and powerful ideas. The campaign takes on a unique tone in this country by embracing the idea of sharing a meal, a moment of togetherness deeply rooted in Portuguese culture, highlighting well-known and beloved local brands that naturally pair with its bread.
Pablo Fernández, creative director at Ogilvy in Madrid, stated, “Through this dialogue between portuguese brands and Bimbo bread, we were able to elegantly and intelligently showcase the clear advantages of the new slice size. A visually conceptual proposal that, at the same time, maintains the warmth and familiarity characteristic of the brand.”
Credits:
Client: Bimbo
Client Team: Anna Clavel, Joana Marques & Madalena Correia
Agency: Ogilvy
CCO: Roberto Fara
Executive Creative Directors: Juan Pedro Moreno & Javier Senovilla
Creative Directors: Javi Martinez & Pablo Fernández
Creative Team: Manolo Catalán, Nicolás Rudy, Marta Galán
Managing Director & Client Business Partner: Vanesa Porto
Account Director: Laura Roldán
Account Team: Clara Álvarez, Juan Carmelo y Elena Dilla
Head of Strategy: Concha Santiago
Senior Strategy: Ana Fernández
Head of Social: Sofia López
Social Team: Gema Martínez, María López & Rita Pessoa
Senior Creative Producer: Asier Ollo
Junior Creative Producer: Gonzalo Delgado
Agency PR Team: Quique Caballero & Laura Cuenca
Production Company: Hogarth
Director: Alejandro Rubio
Head of Department: Carmelo Garcia
Executive Producer: Álvaro Corrochano
Production Manager: Federico Giaccaglia
Producer: Sofia Picciafuoco
Director of Photography: Jose Luis Camarillo
Assistant Director of Photography: Gabriel López
Art Director: Quique Sanchez de Leon
Assistant Art Director: Maria Martín
Photo Retouching: Daniel Rubio
