King Ursa has been named lead creative agency for Canada’s oldest and largest bakery, Bimbo Canada, following a formal review that launched earlier this year. The agency will assume strategy, creative and performance responsibilities for all five Bimbo Canada brands, including Dempster’s — the country’s leading bread brand — as well as Villaggio, Thomas’, Stonemill and Oroweat.
With this new partnership, the agency will be responsible for creating new positioning for the bakery brands, with its first work for the Dempster’s brand tentatively scheduled to debut early next year.
“The most exciting thing about this remit is we are tasked with repositioning all of these well-loved brands,” says Cheryl Gosling, president, King Ursa. “Bimbo Canada is the number one bakery in Canada, and we will work with them to ensure they maintain that position as they continue to expand and be the market leader.”
King Ursa first began working with Bimbo Canada last year, when they launched the Thomas’ Brand in Canada, premium breakfast breads featuring two completely new flavours: Maple French Toast and Apple Strudel.
The campaign is currently in-market, with messaging designed to celebrate all things Gen-Z and younger Millennials aged 18-34. It is running across TikTok, Meta, out-of-home, programmatic, transit and wild posters. “Toast to That” is a tongue-in-cheek campaign focusing on the product’s flavour and convenience, taking aim at other breakfast options with headlines like “Shake up your wake up,” “Smoothies are a pain in the glass,” “Nobody wakes up excited to eat egg whites,” and “When there’s no time for makin’ bacon” alongside an ASMR recipe series running across TikTok and Meta.
“The vision for the future of our businesses couldn’t be more aligned. We share the common goal to build a meaningful relationship that goes beyond traditional agency-client roles in pursuit of optimized performance and innovation in every aspect of our partnership,” says Paulo Salomao,
Founder and CEO, King Ursa.
“We’re thrilled to welcome King Ursa as our agency of record for our esteemed brands,” says Tania Goecke, VP marketing, Bimbo Canada. “After a comprehensive agency review process we felt a strong synergy with King Ursa. We share a performance-driven, consumer centric philosophy where data and analytics underpin a fully integrated approach, informing strategy through to ongoing monitoring and optimization. The agency has an impressive track record which makes them an ideal partner to drive our brands forward.”