Campaign highlights the global partnership started in 2022
To reinforce support for women’s football, in particular the Barcelona team, Grupo Bimbo released an exclusive film entitled The Best. The plot highlights the trajectory of a dream, which begins in childhood, where a girl falls in love with soccer, her determination to overcome challenges and surpass her limits until she becomes a Barcelona player.
The campaign is focused on encouraging women’s football, especially in the year when the world cup will be held, and showing that everyone can achieve their dreams, in addition to reinforcing the Group’s commitment to diversity and inclusion.
For Andr Ramello, head of marketing at Bimbo Brasil, the company has been working to increase female representation at all levels. With the release of the film The Best, we want to encourage more and more girls and women to be inspired and achieve all their goals. The alliance with FC Barcelona allows us to take this message of diversity, equality and inclusion to many parts of the world, since on the one hand, football is a global sport and Barcelona is one of the most recognized institutions on the planet, he reinforces.
The campaign will be divided into two phases: the first produced by Dentsu Creative, the advertisement of the film that until the end of June will be aired on Globo, in the states of Rio de Janeiro and So Paulo, and aims to give visibility to the company in the disclosure of sponsorship to the women’s team.
To reinforce communication in digital media, on Instagram and TikTok, Fri.to, responsible for the communication of Pullman and Plusvita in the digital environment, will produce content aimed especially at bringing more public engagement. In the second phase, the focus will be on the POS, with promotion and the use of retail media, to increase awareness and generate a desire to buy.
Grupo Bimbo and FC Barcelona signed, at the end of 2022, an agreement in which the Bimbo brand becomes a global partner of the club and sponsor of the women’s team. The company’s logo is printed on the sleeve of the shirt and its strategic commitments include promoting nutrition, a healthy lifestyle and encouraging young talent. This is the first time that the Mexican company has sponsored a women’s soccer team.
