Winner Status: Gold

Client/Brand: Bimbo Bakeries USA

Agency: DDB Chicago

Headline:
ABO enlisted grandmas to bring swagger back to bread—and drive sales up 7%.

Campaign Summary:
Arnold, Brownberry, and Oroweat (ABO) was losing popularity in the category it had built. Realizing the value of heritage, ABO embraced its "oldness"—and enlisted some bold grandma to launch the Baked The Right Way campaign. The repositioning increased sales by 7% and solidified ABO as the #1 Premium bread.

Team Credits:
Starcom
Vault
Samy Road


Additional Contributors:
Nicholas Pitone, Senior Brand Manager - Bimbo Bakeries USA

Jillian Schutawie, Associate Brand Manager - Bimbo Bakeries USA

Kristin Harp, Senior Manager Content & Social Strategy - Bimbo Bakeries USA

Rielly Whims, Brand Manager - Bimbo Bakeries USA

Lorraine Hale, Vice President Bread, Buns, Rolls - Bimbo Bakeries USA

Madison Silvestri, Associate Brand Manager - Bimbo Bakeries USA

Laura Linthicum, Content Strategy Manager - Bimbo Bakeries USA

Colin Selikow, Executive Creative Director - DDB Chicago

Mihail Aleksandrov, Creative Director - DDB Chicago

Patrick Almaguer, Creative Director - DDB Chicago

Nneoma Chukwueke, Copywriter - DDB Chicago

Daniel Pujol, Art Director - DDB Chicago

Raneen Onallah, Account Supervisor - DDB Chicago

Samuel Hess, Assistant Account Executive - DDB Chicago

Ethan Scott, Group Strategy Director - DDB Chicago

Tom Zauberman, Senior Strategist - DDB Chicago

Annie Larimer, Executive Producer - DDB Chicago