HORSHAM, PA. — Bimbo Bakeries USA has introduced a new premium bread line: Healthfull. In conjunction with the product launch, Bimbo has unveiled “Love, Your Bread,” a fully integrated marketing campaign supported with print and digital advertising, sampling events, public relations and social media.
The campaign will premiere with a 30-second movie trailer that will debut at select movie theaters across the United States as well as on-line, and will serve as the introduction of the brand’s new “warm, lovable and endearing character,” who Bimbo believes 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 of marketing for Bimbo Bakeries USA. “Our introduction of a character with the launch of Healthfull is a first for our Arnold, Brownberry and Oroweat brands.”
Healthfull bread will be available in three varieties: flax and sunflower, steel cut oats and honey, and nuts and seeds. The bread is made with 100% whole grain flour, is a good source of fiber and contains no high-fructose corn syrup, artificial colors, flavors or preservatives. Each product also will 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,” said Aubrecia Houston, brand manager for Arnold, Brownberry and Oroweat bread. “And we also know that no one wants to sacrifice taste. 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% of the recommended daily dietary fiber and have 80 calories per serving.”