Horsham, PA (April 14, 2015)
Bimbo Bakeries USA celebrates the nationwide launch of its new premium bread line, Healthfull®, by unveiling “Love, Your Bread,” a fully integrated marketing campaign that brings to life how whole grain bread has the power to love you back in deliciously fun and unexpected ways. The Healthfull® line will live within the Arnold®, Brownberry® and Oroweat® brands’ portfolio of products.
The campaign, set to kick off in April 2015, will be supported with print and digital advertising, sampling events, public relations, and social media. The campaign will also premiere, in a first-of-its-kind way, with a movie trailer showcasing that a rekindled relationship with bread that truly loves you back is anything but stale. The :30 trailer will debut at select movie theaters coast to coast as well as online and will serve as the introduction of the brands’ NEW warm, lovable and endearing character— who will lend levity, humor and “bread-cred” to each facet of the multi-platform campaign.
“We are thrilled to launch our new Healthfull® bread line with a breakthrough marketing campaign,” said Maureen Linder, Vice President, Marketing, Bimbo Bakeries USA. Our introduction of a character with the launch of Healthfull is a first for our Arnold®, Brownberry® and Oroweat® brands.”
Consumers can fall in love in the bread aisle with three different Healthfull® varieties full of nutritious-ingredients – Flax & Sunflower, Steel Cut Oats & Honey, and Nuts & Seeds. Available nationwide beginning in April, each Healthfull® variety is made with 100 percent whole grain flour, is a good source of fiber and contains no high fructose corn syrup, artificial colors, flavors or preservatives. Each product will also be certified by the American Heart Association and the Whole Grains Council.
“We know, from our research, that consumers are interested in adding more whole grains and fiber into their diet. And we also know that no one wants to sacrifice taste,” said Aubrecia Houston, Brand Manager, Arnold®, Brownberry® and Oroweat® Breads. “These insights served as our inspiration when developing the unique flavor profiles of the new Healthfull® breads that are packed with whole grains, deliver 12 percent of the recommended daily dietary fiber and have 80 calories per serving.”
“Love, Your Bread”: Across the Marketing Mix
“Love, Your Bread taps into the emotional connection consumers have with a food they love by bringing to life how Healthfull® bread is the bread that truly loves them back in a fun, engaging and meaningful way,” said Abby Prior, Director Healthy Breads.
Consumers will fall in love with Healthfull® bread and become fully immersed in “Love, Your Bread.” The robust marketing campaign includes partnerships with Meredith and Time Inc. for print and digital advertising as well as sponsorship of the MORE/FITNESS/SHAPE Women’s Half-Marathon and the Cooking Light and Health Fit Foodie 5K Race Weekend events in select markets. The campaign also includes social media advertising on Facebook, Twitter and YouTube, and full scale PR support including innovative ways to introduce the new line to media in the form of Healthfull® bread bouquets. Consumers will be engaged in every aspect of the campaign and encouraged to join the conversation and share the love @loveyourbread and with #loveyourbread.
Advertising creative for the movie-style trailer is being handled by Coyne and print/digital advertising is being handled by O’Leary. Harmelin Media handled media planning and buying.
NEW Healthfull® by @LoveYourBread is 100% whole grain bread at 80 calories per slice. #LoveYourBread
About Bimbo Bakeries USA
Bimbo Bakeries USA (BBU) is a leader in the baking industry, known for its category leading brands, innovative products, freshness and quality. Our team of 22,000 U.S. associates operates more than 60 manufacturing locations in the United States. Over 11,000 distribution routes deliver our leading brands such as Arnold®, Bimbo®, Boboli®, Brownberry®, Entenmann’s®, Freihofer’s®, Heiners ®, Marinela®, Mrs Baird’s®, Nature’s Harvest®, Oroweat®, Sara Lee®, Stroehmann®, Thomas’®, and Tia Rosa.® BBU is owned by Mexico’s Grupo Bimbo, S.A.B de C.V., the world’s largest baking company with operations in 22 countries.