In case you didn’t get the message that Spanish bakery, Bimbo, has launched a loaf with bigger slices for hungrier families, Ogilvy Madrid has created a campaign that makes it unignorable. It’s packed with humour, nostalgia and one massive toaster right in the heart of Madrid.
With half of Spanish families spending less than 10 minutes on breakfast, Bimbo’s latest move is not just a product upgrade — it’s a toast (yes, pun intended) to reconnecting over the most important meal of the day. The new oversized slice is made for fuller lives, bigger appetites, and more toppings than ever before.
The campaign? Also, giant. It began at Madrid’s Plaza de Callao, where a six-metre-high toaster filled the streets with the irresistible smell of freshly baked bread, turning heads and stopping traffic. And for the first time in the brand’s history, Bimbo’s famous white bear stepped aside to give the spotlight to what really matters – the slice itself.
The story now continues with the launch of a new spot that follows a sleepy security guard who dozes off and dreams of a giant bread slice becoming part of his life (and reminding its audience that there’s now more room to add everything tummies love).
“From the very beginning, we saw this brief as a huge opportunity — for the brand and the agency,” stated Ogilvy creative directors, Javier Martínez and Pablo Fernández. “The goal was to communicate a simple, clear benefit – the slice is now bigger. Since Bimbo bread is such a mass product, loved across generations, we aimed for a creative idea that felt popular, memorable, and above all, entertaining. A campaign where no one’s left out. And honestly — a giant slice has all that.”
The full campaign breaks with the formula of bakery advertising across media: TV, digital, OOH, social & experiential.
Credits:
Client: Bimbo
Client Team: Patricia Ibarra, Anna Clavel, Cristina Gálvez, Joana Marques, Paula Pirretas, María Monfort, Claudia Balaguer, Marta Soler, Pau Roca, David Noriega, Marta Zabala & Madalena Correia
Agency: Ogilvy Spain
CCO: Roberto Fara
Executive Creative Directors: Juan Pedro Moreno & Javier Senovilla
Creative Directors: Javier Martínez & Pablo Fernández
Creative Team: Manolo Catalán & Nicolás Rudy
Managing Director & Client Business Partner: Vanesa Porto
Account Management: Laura Roldán, Clara Álvarez, Juan Carmelo, Elena Dilla & Silvia Ayerdi
Strategy: Concha Santiago & Ana Fernández
Social: Sofía López, Gema Martínez & María Lopez
PR: Clara Sanchís, Noelia Pardo, Raquel Ruiz, María Cámara, Irene Pérez & Enrique Caballero
Production Company: FIGHT
Production Team: Asier Ollo Goya & Gonzalo Delgado
Director: David Triviño
Photographer: Davit Ruiz
Media Agency: PHD
