Bimbo: The Greatest Guide

Historically the United States and Mexico have had a complicated relationship, not least when it comes to food. The U.S. appropriates Mexico’s dishes and comes up with curiosities like Mexican Pizza and Crunchwraps. Meanwhile, Mexico has taken food from the U.S.A. to new culinary heights—thanks to the 8,000+ indie vendors around the country who have put their own twist on icons of American eats like hamburgers and hotdogs. Bimbo, the world’s largest bakery company, and one of the world’s top providers of hotdog and hamburger buns, is celebrating Mexican culinary creativity and helping the thousands of small businesses by introducing The Greatest Guide, a new platform that steers foodies to more than 8,000 creative Mexican street chefs innovating hamburgers and hotdogs. The platform includes a Google-supported digital map and printed guides showing the way to delicacies such as La Chingadera, El Chapulín Colorado or La Hipócrita, featuring surprising ingredients ranging from grasshoppers and octopus to Takis and Macha sauce. The platform also leverages generative A.I. and a suite of technologies to give each one of these vendors their own personal branding, helping them stand out in the sea of major fast-food chains. For 75 years, Bimbo has provided the hotdog and hamburger buns for the culinary creations of families, chefs and restaurants. The guide is the brand’s “thank you” to its indie vendor clients. The campaign was conceived out of Vector B—a bespoke IPG unit for Bimbo Mexico comprising McCann Mexico, FCB Mexico and Mediabrands; and McCann Worldgroup agency Performance Art, the data- driven creative agency behind the award-winning “Black Elevation Map.” AI Amplification: The more than 8,000 personalized signs created for each of the vendors highlight their individual specialties. They were developed with generative AI and a suite of digital tools, informed by the style of local Mexican artists.