The Lost Wheat

Objective

Oso Bimbo sought to engage Mexican consumers through interactive entertainment during the early 2000s digital transition. The campaign was part of the bread brand's strategy to build brand connection and loyalty by positioning Bimbo as a forward-thinking consumer brand. The game served as a free digital promotional tool distributed to consumers who could download and play branded entertainment on their computers.

Solution

The Lost Wheat (Trigoperdido) was a Flash-based platform game starring the Oso Bimbo mascot character. Players controlled the bear using directional controls (arrow keys) to move left and right, crouch, and jump through platformer levels. The core mechanic involved collecting four nutritional elements—Vitamins, Minerals, Proteins, and Carbohydrates—which players could deploy with the F key to overcome obstacles. The game was offered as a free download, combining brand character immersion with accessible, family-friendly gameplay appealing to Bimbo's target audience.

Results

The campaign earned recognition with a One Show Merit Award (2004) in the Interactive - Brand Gaming category, validating GrupoW's creative execution within the advertising industry. Specific consumer metrics including number of downloads, play-through rates, engagement duration, or direct sales impact were not publicly disclosed or are not available in accessible sources.