Bimbo and Ogilvy Collaborate to Launch Innovative Campaign Featuring Oversized Slices of Bread
July 25, 2025
In celebration of its 80th anniversary, Bimbo, one of the leading bakery brands globally, has unveiled a creatively ambitious campaign in partnership with the renowned advertising agency, Ogilvy, in Madrid. This initiative introduces a novel and oversized loaf of sliced bread, distinctly designed to revolutionize breakfast dynamics for modern families.
As part of this campaign, Bimbo seeks to address the realities faced by contemporary households, where hectic mornings often result in breakfast routines being reduced to less than ten minutes. This initiative not only marks a product enhancement but also serves as a celebration of the importance of breakfast as an integral part of family life. By offering a larger slice of bread, Bimbo aims to foster deeper connections between families, encouraging them to embrace the joy of shared meals in what has become an increasingly fast-paced world.
The campaign kicked off prominently in the heart of Madrid, at Plaza de Callao, where a colossal six-meter-high toaster was constructed. This striking installation drew considerable attention, enveloping the area in the enticing aroma of freshly baked bread and effectively captivating passersby. In a departure from tradition, Bimbo’s iconic mascot, the white bear, took a back seat in favor of focusing solely on the oversized bread slice, highlighting the central theme of the campaign.
The narrative of the campaign has been brought to life through a humorous television spot. It depicts a weary security guard who drifts into slumber, imagining how a giant slice of Bimbo bread could enhance his life and those of his loved ones. Utilizing light-hearted humor, the advertisement reinforces the brand’s message: there is now more space for all the beloved toppings and accompaniments that families cherish at breakfast.
Creative Directors Javier Martínez and Pablo Fernandez from Ogilvy articulated the vision behind the campaign, noting that “the slice is now bigger” serves as a simple yet powerful benefit that resonates across generations. They aimed to craft an idea that is not only catchy and engaging but also inclusive, ensuring that the campaign’s appeal remains broad and enduring.
This fully integrated 360-degree campaign reflects Ogilvy’s strategic approach, which emphasizes humor and cultural relevance while simultaneously embracing Bimbo’s fundamental mission of supporting families. The fresh take on a classic product underscores that, indeed, size can matter, especially when it serves the purpose of bringing people together over the breakfast table.
In a market where consumer preferences evolve rapidly, Bimbo’s innovative approach to its anniversary campaign underscores the brand’s commitment to staying relevant and connected to its audience. This blend of nostalgia and modernity, presented via an engaging and humorous narrative, exemplifies effective brand storytelling in today’s competitive landscape.
