Bimbo Launches "You're Welcome" in Portugal, Celebrating with Humor the Table Neighbors of its Sliced Bread

Aug. 22, 2025

Bimbo®, the world's largest bakery company with a presence in more than 30 countries, has launched “You're welcome” in Portugal, a set of visuals that serve as the launch campaign kickoff of its larger slice of bread. With humor and a touch of irony, the brand shares the spotlight with the Portuguese brands that best complement its bread—cheese, cold cuts, jams, tuna, and much more—thus reinforcing Bimbo®’s connection with everyday Portuguese tables.

Instead of directly showing the product, the campaign takes a bold approach by focusing on the empty packaging of its classic table companions, as a clever way to highlight the new size and shape of its iconic slice. With a simple “You're welcome,” Bimbo® addresses these neighboring brands to celebrate, with humor and confidence, a tangible improvement: more bread, more possibilities to enjoy.

This launch in Portugal is part of a broader campaign that has been running in Spain since july and will continue through august and september, consolidating Bimbo®'s positioning as an innovative brand that connects with its consumers through simple and powerful ideas.

A campaign with local flavor

For the Portuguese market, the campaign takes on a unique tone by embracing the idea of sharing a meal, a moment of togetherness deeply rooted in Portuguese culture. By highlighting well-known and beloved local brands that naturally pair with its bread, Bimbo® not only introduces a revamped product, but also celebrates the experience of enjoying it in company.

Pablo Fernández, Creative Director at Ogilvy in Madrid, stated:

“Through this dialogue between portuguese brands and Bimbo® bread, we were able to elegantly and intelligently showcase the clear advantages of the new slice size. A visually conceptual proposal that, at the same time, maintains the warmth and familiarity characteristic of the brand.”