The bus shelters were converted into giant calendar pages. TV Commercials showed historical events that had occurred on the same date as the spot was broadcast. The creative connection with the concept of “Fresh Bimbo, every day” was immediate and direct: that is to say, only Bimbo could produce a new ad every day, because it is the only company that delivers fresh bread, every day.

Between June and September 2005 (the duration of the campaign), Bimbo rose five places in the IOPE brand awareness rankings. What’s more, over the same period, Bimbo white bread saw its market share increase by three points.