• by Larissa Faw , September 14, 2016

Fargo, the largest producer and distributor of bread and bakery products in Argentina, is introducing the next phase of its "Everything Can Fit In A Slice of Bread" campaign that addresses today's women and their thoughts, wishes, and concerns.

Developed with agency FCB Buenos Aires, new TV ads "Voice Message," "False Profile," and "Micro Cine" explore the connection women have with their teen children. The campaign - running in Argentina - also includes out-of-home, digital, social media, and point-of-sale.  

In April, Fargo and FCB repositioned the bread brand to appeal to the new modern women under the concept “You can put everything into bread." The agency spent a year interviewing Argentineans and incorporated their findings into ads that show Fargo women as brave, feisty, transparent, and authentic.

"Earlier this year we had great results, both at business and branding level, says Ariel Coss, marketing director, Grupo Bimbo Argentina. "That’s the best reason to remain going for to this new tone and style of communication. We trust it will continue increasing the bond with our consumers."