Bimbo begins Big Daddy campaign
By Derek Winkler
Baked goods company Bimbo Group has begun a campaign for its Big Daddy cookie brand called “This Ain’t No Kiddie Cookie.” Developed by Bob’s Your Uncle of Toronto, the national campaign presents the product as a way to satisfy the hunger of an adult. The campaign consists of online video and connected television advertising, social media content on Meta and TikTok, as well as in-store materials in Toronto and Montreal. The video creative depicts a man in a store who is convinced not to buy a child’s cookie by the brand’s spokescharacter. Media work is being handled by PHD.
“Most of us grow up with a very fixed sense of what a cookie is, the same brands, the same flavours, and we keep eating those well into adulthood,” said Bob Froese, chief creative officer at Bob’s Your Uncle. “Big Daddy saw the gap. With this being the first campaign for the brand, the goal was to launch in a way people would remember. When you have a name that big, the creative has to live up to it.”