Because women’s relationship with bread has dwindled in recent years, Bimbo Bakeries needed to generate some buzz prior to launch of a new line of whole grain bread called Healthfull, under the Arnold, Brownberry and Oroweat brands.
To seed excitement, we created a bread character and featured him in a rom-com style trailer to rekindle our target’s relationship with really good bread. The character remains a fixture on the brand's website.
The Healthfull Trailer had more than 6.3 million views across social and digital. In major U.S. markets, moviegoers saw the Healthfull Trailer on the big screen. The brand gained National distribution.