Bimbo Bakeries USA

Pairing America’s Favorite Uncle with America’s Favorite Bread

Identifying the perfect celebrity partner to build a successful national campaign – with heart.

With the goal of finding a meaningful brand partner that aligned with ABO’s target consumer, Vault recruited two-time Emmy® Award nominated television, film and theater actor, John Stamos to serve as the campaign spokesperson.


The actor’s focus on healthy living made him the ideal match to promote the brand as the two joined forces on digital advertising, social media, two TV commercials and earned media that centered on the brand’s commitment to baking bread using sustainable methods and real, high-quality ingredients.

A media blitz that makes you say “HAVE MERCY!”

The media blitz resulted in more than 425 million impressions including earned interviews with top-tier publications such as People Magazine, US Weekly, and Yahoo! Life. Vault facilitated a satellite media tour (SMT) and trade media coverage. John was an invaluable asset to the brand as he delivered authentic conversations around healthy living and parenting while letting his iconic humor and personality shine through. With social posts and a strategic paid media campaign layered in, the partnership was worth yelling: “Have Mercy!”

Potential Audience Reach
Total Pickups
SMT Impressions
Media Impressions

We all know how challenging it can be to meet everyone’s expectations and the Vault team has dealt with this, as always, with great professionalism. We appreciate that you always have our best interest in mind, while also keeping John Stamos’ team engaged and motivated throughout the partnership. Working with Vault is always such a great pleasure. You make our job easy and are always on top of every detail!”

Jessica Grane
Marketing Director, Premium Brands at Bimbo Bakeries USA

Let’s work together.

And by work, we mean exceed your expectations every step of the way.