Bimbo Integrated Bread is a special edition that integrates for the first time all Bimbo’s types of bread in a single pack. This pack was created with a special purpose: to teach kids about the importance of diversity, tolerance and inclusion.

We release Bimbo Integrated the 21 of March, in the International Day for the Elimination of Racial Discrimination through an awareness campaign complemented with integrated recipes made by culinary influencers in social media.

Then we took it to several schools and we designed an educational program around it. Including storybooks, visual material and pedagogical classes to talk about tolerance and diversity at meal time.

The idea of Bimbo contributes to help with this problematic by teaching children and adults about a world with tolerance and diversity. Bringing this topic to the table in a ludic way and contributing to build a better and a more equal world.

The idea had 2 million impressions in the first 24 hours. +100 mil views when released and hit a historical brand record of shares in social media.

The success of Bimbo Integrated campaign put the bread on Bimbo Group agenda and the plan is expand it to more schools around Latin America in this 2018 and 2019.