Bimbo promotion looks to push soccer in United States

by Eric Schroeder
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FORT WORTH, TEXAS — Bimbo unveiled a new program it hopes will introduce Mexican soccer teams to fans in the United States. Beginning this month, Bimbo will include team logos and pictures of players on its bread packages, special displays as well as point-of-purchase materials in main clients’ stores.

"Soccer is part of the Hispanic culture and we are honored to participate in this awareness campaign with two of Mexico’s most popular teams," said Juan Miguel Esaa, brand manager for Bimbo U.S.A.

Players for the America and Monterrey soccer teams will be featured on the packages. Bimbo Mexico has sponsored both teams but this is the first time Bimbo U.S.A. has worked with either organization, the company said.

"By helping to promote these teams, we are showing support for Mexican culture in the United States," Mr. Esaa said. "We hope to encourage excitement for the sport as well as increased solidarity within Hispanic communities."

The following products will participate in the awareness effort: Bimbo White Bread, Bimbo Wheat Bread and Doble Fibra Bread. The promotional campaign will be in stores for six months or until supplies last.

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