CHALLENGE
Bimbo was about to launch a new, more ambitious, and innovative variety of bread, Rustik. There was a need to validate the launching from the conceptualization of the category and the development of a strategy of the marketing mix that allows to appropriate the consumption occasions that have the best fit.

ACTION STANDARD
We identified the potential consumption scenes, characterized the target and defined the strategic guidelines.

DELIVERY
Platform for the launching of the «Rustic Bread»,  built on the marketing, communication and branding strategy in view of its launch in 2015.

BUSINESS IMPACT
The Rustik Bakery, the final product, has earned 16 best awards.