The Greatest Guide

For 75 years, Bimbo, the world’s largest bakery company, has provided the buns for Mexico’s thousands of indie food vendors who are innovating hamburgers and hotdogs with unique recipes featuring unusual ingredients like octopus and grasshoppers. With “The Greatest Guide,” the brand helped more than 8,400 small business entrepreneurs stand out against the sea of fast-food giants through mapping tech and a first-of-its-kind suite of AI-driven branding tools. The creative process included an extensive collection of data from the vendors, which was then applied to mapping and generative AI signs that reflected the creativity of the food as well as the rich traditional visual heritage of Mexican street signs.

The campaign yielded more than 42,000 unique, generative signs and participating locations saw a 23% increase in sales. It also gave foodies and tourists 8,000+ more reasons to visit Mexico. 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.”