Bimbo Canada and NBC Universal Bring the Magic of The Super Mario Bros. Movie to the Grocery Aisle

Partnership marks third collaboration following successful promotions with Jurassic World 
and Minions franchises

TORONTO, ON, April 11, 2023— Bimbo Canada, Canada’s oldest and largest commercial bakery, has teamed up with NBC Universal for a national cross-category program featuring The Super Mario Bros. Movie. With the highly-anticipated movie set to hit theatres on April 5th, Bimbo Canada is leveraging the power of the world's best-selling video game character to create excitement among consumers and drive sales. 

Starting March 23, consumers can receive exciting offer items by purchasing in one transaction two participating bread products and one participating snack cake product from Bimbo Canada's popular brands, including Dempster's®, POM®, Bon Matin®, Villaggio®, Little BitesTM, Vachon® and Hostess®. Items available include Cineplex movie tickets, Super Mario themed t-shirts and Nintendo Switch OLED consoles. To participate, consumers simply upload their receipt to and complete the steps. The promotion is available until August 10, 2023, or while supplies last, whichever comes first. 

"Super Mario is a legend and the highly anticipated The Super Mario Bros. Movie is set to be a blockbuster hit. We couldn't be more thrilled to partner with NBC Universal and harness the excitement surrounding this iconic franchise to bring our consumers another innovative and engaging promotion," said Tania Goecke, Vice President of Marketing at Bimbo Canada. "This partnership is an excellent opportunity to showcase our well-loved brands and offer consumers a chance to receive exciting merchandise while enjoying our high-quality baked goods and snack products."

The partnership with NBC Universal is a strong competitive advantage for Bimbo Canada, creating excitement and adding value for consumers in a competitive market. It marks the organizations' third collaboration together following successful promotions with the Jurassic World and Minions franchises. These partnerships demonstrate Bimbo Canada's dedication to innovation by tapping into popular culture to engage consumers and increase revenue.

"Delighting consumers is at the heart of everything we do at Bimbo Canada. These collaborations with NBC Universal are a testament to our team's commitment and dedication to providing consumers with innovative value-added promotions while delivering high-quality baked goods and snack products that Canadians know and trust. Constantly innovating our marketing and promotion strategies is how we maintain our leader position in the market" added Ms. Goecke.

The Super Mario Bros. Movie national cross-category promotional offer is being promoted through various channels to reach a broad audience, including promotional packaging and in-store displays, QR codes on packaging and displays that redirect customers to the promotional microsite, social media, retailer flyers and account-specific programs. 

Consumers have the opportunity to receive one of more than 24,000 offer items, including Cineplex General Admission movie ticket codes, Cineplex General Admission Buy One, Get One movie ticket codes, Super Mario Bros. Movie themed adult t-shirts and Nintendo Switch OLED consoles available at the start of the program. 

For full terms and conditions on product giveaways, please visit

About Bimbo Canada

Bimbo Canada is Canada's largest bakery, operating for more than 110 years.  It is a leading producer and distributor of fresh packaged breads and snacks with more than 1,000 products across 18 brands Canadians know and love, like Dempster's®, Stonemill®, Villaggio®, Little BitesTM, Vachon® and Takis®.  We are proud to feed Canadian families with safe, high-quality products they can trust made by Canadians, for Canadians at 16 bakeries, 15 distribution centres and 191 depots across the country. 

Bimbo Canada is a wholly owned subsidiary of Grupo Bimbo, the world's largest baking company.  Together, we are Nourishing a Better World with delicious baked goods and snacks by building a sustainable, highly productive and deeply humane company. The company is dedicated to building a diverse workplace that promotes equity and belonging, where all associates can develop and contribute to the transformation of the company, the baking industry and our communities. 

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