Vita Plus and Pullman Offer the Teddy Bear Bread

Pullman and Vita Plus, traditional brands from Grupo Bimbo – a leader in the world of baking, present The Bread of the Teddy Bear, a new signature that highlights the Bimbo Bear on the packaging of all products of the two brands. With the new concept, Vita Plus and Pullman have a media campaign and unique materials of 360 points of sale for further familiarization of the Bread to the consumer of São Paulo and Rio de Janeiro.

The Bimbo icon which is known worldwide and translates all the care and affection of the brand in the production of their breads, pastries, toast and more, now wins an even bigger presence with the new packaging. "He was already a partner of mothers who always seek the best for their family, with more and more practicality and versatility. The new unique signature of Vita Plus and Pullman, "The Bread of the Bear", arrives to differentiate the brands in competition with the protagonist that strengthens the emotional bond with the consumer. It is important to make the most of every moment with those we love most," says Bruna Tedesco, manager of the Bimbo Bakery of Brazil.

The campaign and the new signature, developed by Zero Africa, are present in actions involving TV, outdoor media, radio, retail outlets and internet materials. The 30 seconds film, begins with one of the children presenting the "Bread of the Bear." Then the mother opens the window to wake her daughter and from there, fun scenes show various children singing the song "Who wants bread" with words adapted by producer S de Samba especially for the brands, highlighting the presence of Vita Plus and Pullman breads at breakfast time, with the presence of the Bimbo Bear.

Andrea Smith, creative director of Africa Zero "It was difficult to choose the best scenes, the kids were very candid". "Having a director who knows how to get the best out of children, as Kitty Bertazzi (producer of O2) is essential."

The Pullman and Vita Plus films debuted Sunday, August 17, and will enter the daily primetime programming of major broadcasters in the country - Globo, SBT, Record, Rede TV, Band - for a month in the states of São Paulo and Rio de Janeiro. To complement the campaign, there will also be airtime on radio stations, street furniture, billboards and internet.

The Pullman and Vita Plus brand pages also have news and more interaction with the consumer with product information, delicious recipes and lots of fun for children with games of the Bear.

Points of Sale

To support the campaign, customized and exclusive materials have been developed with the new concept of the Bread of the Bear. The materials will be used in the states of São Paulo and Rio de Janeiro.

Source: Grupo Bimbo