Bimbo and Ogilvy wake up Spain with giant slice, dreamy campaign

With half of Spanish families spending less than 10 minutes on breakfast, Bimbo’s latest move is not just a product upgrade — it’s a toast (yes, pun intended) to reconnecting over the most important meal of the day.

The new oversized slice is made for fuller lives, bigger appetites, and more toppings than ever before. It all began at Madrid’s Plaza de Callao, where a six-meter-high toaster filled the streets with the irresistible smell of freshly baked bread — turning heads and stopping traffic.

For the first time in the brand’s history, Bimbo’s iconic white bear stepped aside to give the spotlight to what really matters: the slice itself. Now, the story continues with the launch of a new spot that follows a sleepy security guard who dozes off and dreams of a giant slice becoming part of his life — and his family’s.

Javier Martínez and Pablo Fernandez, Creative Directors, Ogilvy: “From the very beginning, we saw this brief as a huge opportunity — for the brand and the agency․ The goal was to communicate a simple, clear benefit: the slice is now bigger. Since Bimbo bread is such a mass product, loved across generations, we aimed for a creative idea that felt popular, memorable, and above all, entertaining. A campaign where no one’s left out. And honestly — a giant slice has all that”.

The fully integrated 360º campaign was created by Ogilvy with a clear purpose: break the mold (and yes, that pun’s intentional too).

With humor and cultural relevance at its core, the campaign gives a fresh spin to a timeless classic — while staying true to Bimbo’s mission of being there for families.

www.bimbo.es

www.ogilvy.com

Follow Marketing Report on LinkedIn