Bimbo Bakeries USA, Horsham, PA, 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, 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-second trailer will debut at select movie theaters coast to coast, as well as online, and 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 multiplatform campaign.
“We are thrilled to launch our new Healthfull bread line with a breakthrough marketing campaign,” says 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.”
The line features three different Healthfull varieties: 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,” says Aubrecia Houston, brand manager, Arnold, Brownberry and Oroweat Breads. “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 percent of the recommended daily dietary fiber and have 80 calories per serving.”