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Bimbo conducts mobile living room promotion

Montreal-based baked goods company Bimbo Canada has begun a promotion called the “Ultimate Game Day Living Room” to coincide with the NFL Super Bowl game this weekend. The promotion is in support of the company’s Takis snack food product line. It consists of a branded truck containing a recreation of a living room and product samples. The truck will stop at various high traffic locations in Toronto and Montreal until Feb. 11. The effort also includes social media content. The campaign was developed by Citizen XM, with media work by Starcom and public relations by Middle Child.

“As the brand known for heating things up, we wanted to tap into Takis’ iconic status and get sports fans fired up for game day” says Deandra Gagnon, marketing manager of imported brands at Bimbo Canada. “We are excited to bring the intensity to consumers through this unique and exciting mobile activation, and to inspire consumers to enjoy Takis in their own living rooms on game day.”

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