Bimbo: The greatest guide to Jochos & Burgers

Bimbo, a bakery, drew inspiration from Mexican traditions to create a fully generative search and signage system to put thousands of Mexico’s hamburger and hotdog stands on the foodies’ map.

Campaign Summary

The world's first fully-generative search and signage system designed to put 8,402 of Mexico's most creative hamburger and hotdog stands on foodies' map.

Campaign Goals

  1. Increase visibility and drive traffic to street food carts, shops, and stalls across Mexico.
  2. Recover 10% of sales participation in Special Channels.

Marketing Context

In 2019, seven out of 10 hamburgers and nine out of 10 hotdogs consumed in Mexico were made with Bimbo buns. In the same year, street food vendors (dubbed "Special Channels") represented 33% of the company's total sales. But between 2020 and 2021, as eating patterns shifted through COVID...

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