Lowe wins Bimbo Bakery creative in China

Bimbo has always appealed to customers with its advertising by emphasising a warm family atmosphere. “A housewife in Mexico would be shown cooking tortillas for the family and a Chinese housewife would be making mantou or baozi,” said Bernardo Zermeno, marketing director of Group Bimbo Asia. “The way they express caring is different, but human nature is the same. We believe Lowe can help us with consumer insights and ideas to trigger Chinese consumers’ motivation in trying and using our products.”

The 63-year-old Bimbo Bakery, a household bakery brand in Mexico, North America and Europe, is keen to expand in Asia. It entered China in 2005, its first Asian presence, with its own cutting-edge factory and production line in Beijing .

“In Mexico, Bimbo has already established extensive distribution channels to maintain the freshness of its bakery products, but China is a big country, so distribution is a big challenge,” said Kitty Lun, chairwoman/CEO of Lowe China.

“Bread is not a daily staple of Chinese consumers, but Chinese lifestyle is becoming more westernised. We hope to build a more warm brand affiliation, especially among mothers and children,” she added.

Mindshare is currently the media agency for Bimbo Bakery in China.