Europa Dorada, the successful new bread with two main ingredients: quality and aggressiveness

Bimbo has all the characteristics consumers demand: freshness, softness and quality, which placed them first to none. Obviously, an aggressive advertising campaign was not enough to compete with Bimbo. "It was necessary to bake a better bread", says Stan Guerden, director of the advertising agency F-2 Publicidad, in charge of the marketing campaign.

In his opinion, the ingredients of the sucess of Europa Dorada were two: a much improved recipe and an aggressive advertising campaign. Nevertheless, a simple test, in which blindfolded consumers chose Europa Dorada instead of any other brand, was the beginning of a successful race that won this new bread the first place in the market, according to information provided by their main distributors (a well known supermarket chain in Guatemala.)

Europa produces bread since 1960, and continues to be an "umbrella brand" the support for the new Butter and Sesame seed top- loaf recipe and other varieties which have also obtained a 65% share in the market in less than eight months.

A new line of products is part of the diversifiacation of this bread factory which started operations to cover the demand of bread for fast food restaurants like Mac Donalds, Burger Shops (a national hamburger chain), and Pollo Campero, the largest fast food chain in Guatemala (serving fried and breaded chicken.)