Post by Bernardo Caupers

Big week. After more than 10 years sitting in the portfolio, pretty much untouched, we finally decided to do something different with Big Daddy. And not just a small tweak…we went all in. We challenged ourselves as a company to think differently, to stop playing safe with a brand that clearly had more potential than we were capturing. And honestly, that takes courage. Especially when you’re changing something that’s been around for so long. What we are launching now is not just a campaign. It’s a statement. A bold one. A bit uncomfortable. Intentionally provocative. But more importantly, it comes with real action behind it. We’re not only changing how we communicate; we’re changing where and how we show up. Entering new aisles, working with a different go-to-market model, unlocking spaces where we simply weren’t playing before and challenging internal status-quo it is not easy. The full potential plan is alive. Not on paper. In market. And that’s just one part of the story. At the same time, we’re also bringing to Canada a brand that already proved its strength in Mexico and the United States: Marinela Principe. A bold, young sandwich cookie already entering in both ethnic and cookie aisle, depending on the banner and retailer. Again, not the safe route. But the right one if we want to grow differently. None of this is massive on its own. No big headlines yet. But these are the kind of moves that, when you look back, you realize they were the beginning of something much bigger. Small wins. Real progress. Building the future step by step. Excited about what’s coming next. For Bimbo Canada, this is just getting started. It's an OBSESSION, right Marleen Dimeski (Tjahjono)?? Marleen Dimeski (Tjahjono) Judith Jansz Sidra Shaikh Marco Principe Colin Shortt Mike Bascom Samantha Loosley Bob's Your Uncle Cora Brady Joy Orande Bob Froese Brian Flay Bimbo Canada Grupo Bimbo

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