Bimbo Bakeries via Grupo Bimbo has a long and deep connection with global soccer through major partnerships with teams such as Club America, C.D. Chivas Guadalajara, C.F. Monterrey and C.D. Saprissa. With its’ corporate headquarters in Pennsylvania, Bimbo is the primary partner of the Philadelphia Union in MLS. The U.S. marketing team was seeking to leverage the brands soccer equity with the Hispanic audience while also utilizing the general market reach of soccer to engage new customers and drive brand growth.
Our initial assignment was to help introduce the Bimbo brand to general market consumers through a grassroots soccer program. We created the B-Active Bimbo Cup; a youth soccer platform in five key markets that embraced and promoted healthy active lifestyle messaging.
The B-Active platform expanded to include partnerships with local market MLS teams with GESM handling contract negotiations, on-going property management and activation programs. We were also charged with managing the anchor partnership with the Philadelphia Union.
To ensure ATL branding initiatives did not stand alone, we developed shopper programs with key retail partners in each market.
- Other agencies pitching for the project recommended that Bimbo create and own a new soccer event “aka Copa Bimbo.” Our strategic recommendation was to do the exact opposite. Rather than competing with existing youth soccer events and assume the heavy burden of mass team registration, our strategy was to partner with existing soccer events. This approach allowed the soccer folks to handle the soccer, while we provided additional resource and focused on our brand marketing objectives. A true “win-win” partnership.
- In Mexico the Bimbo brand has executed a Futbolito youth program for a number of years and was keen to integrate their program with the newly created initiative in the USA. The Bimbo Champions Cup was created with GESM executing a weekend challenge tournament between representative teams from Mexico and the USA at the home stadium of the Philadelphia Union.
- To ensure we touched all youth players and their parents at B-Active Cup events with our healthy lifestyle messaging we prepared literally hundreds of sun butter (definitely not peanut butter) and jelly sandwiches at each event. Sandwiches were distributed to players on the fields at the conclusion of matches. This disruptive approach provided valuable nutrition to the players and a breakthrough brand presence.
- For the MLS All-Star Game in Portland we had a unique opportunity to tap into the local food truck culture to authentically showcase Bimbo in a fun and engaging manner. The Bimbo Grilled Cheese Throwdown was born. The event challenged four local food trucks to create the best grilled cheese – an award determined by fans in attendance at our live event hosted by Portland Timbers star, Jack Jewsbury.