HORSHAM, PA — Arnold, Brownberry and Oroweat brands have launched Baked the Right Way, a fully integrated marketing campaign. The brands are owned by Bimbo Bakeries USA (BBU).
Currently live across streaming platforms, social media and digital advertising, the campaign shares the brands’ baking philosophy through the voice of grandmas.
The Baked the Right Way campaign features grandmas shattering outdated stereotypes of what makes a grandma while emphasizing products from the brands’ core offerings such as whole grains, keto and Grain Almighty. BBU built the campaign around the concept of consumer perception of grandmas as trusted and respected resources for information.
“Consumers understand that it’s not by chance that Arnold, Brownberry, and Oroweat have been baking great-tasting breads for a very long time — it’s because we do things right,” said Allan Hoffman, director of marketing for premium bread at BBU. “Our Baked the Right Way campaign is based on deep consumer understanding and features our trusted baking expertise and experience in a fun and memorable way.”
