In Peru, traditional brands of panettone make a great investment in communication during Christmas.
We needed a powerful idea that, with a lower budget, made our brand stand out from the competition and position our brand concept "Hecho con Amor" (Made with Love) in the market.
We based on the insight that at Christmas people are more willing to help one another, however, they didn't know how, nor have the time to do it. To encourage this spirit of giving, we've created an initiative that allowed people to send toys to more than 700 children from 6 different orphanages located in Lima.
Agency Ogilvy & Mather Perú
We launched the campaign with a video in digital media, supported with TV mentions, press releases and influencers.
We've created a microsite at www.panetonesbimbo.pe where people could schedule the time and place of the toys pick up.
We then called them a few days later in order to coordinate the Bimbo truck departure to their address.
When the Bimbo truck visited the orphanages, they were able to deliver more than 700 toys that made these children's Christmas a happier one.
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