Modern Grandmas Shatter Outdated Stereotypes for Bimbo Bakeries' Campaign

DDB Chicago launches its new, integrated campaign for Bimbo Bakeries’ brands Arnold®, Brownberry® and Oroweat® Breads titled, 'Baked the Right Way.' This breakthrough campaign signals an exciting and bold change for the brands. In addition to a new tagline, the 'Baked the Right Way' campaign brings something new to the bread isle: Grandmas.

Within each spot, the campaign heroes grandmas that shatter outdated stereotypes of what makes a grandma - just like Arnold, Brownberry, and Oroweat shatter the expectation that bread is boring. 

Internationally renowned director Matt Devine directed the spots.

Allan Hoffman, director of marketing for premium bread at Bimbo Bakeries USA said, “Consumers understand that it’s not by chance that Arnold, Brownberry, and Oroweat have been baking great tasting breads for a very long time – it’s because we do things right. Our Baked the Right Way campaign is based on deep consumer understanding, and features our trusted baking expertise and experience in a fun and memorable way.”

Colin Selikow, executive creative director at DDB Chicago said, “In most households, Grandma’s are the voice of authority when it comes to all things food. So, who better to be the face of our 80 years of baking know-how. They are the GOATS of the food world, so we simply showed them that way.” 

The campaign launched on 8/14 and is now live across online video streaming platforms, social media, retail, and digital advertising. The work will be in market for the rest of the year, and likely into 2024.