With half of Spanish families spending less than 10 minutes on breakfast, Bimbo’s latest move is not just a product upgrade — it’s a toast (yes, pun intended) to reconnecting over the most important meal of the day. The new oversized slice is made for fuller lives, bigger appetites, and more toppings than ever before. It all began at Madrid’s Plaza de Callao, where a six-meter-high toaster filled the streets with the irresistible smell of freshly baked bread — turning heads and stopping traffic. For the first time in the brand’s history, Bimbo’s iconic white bear stepped aside to give the spotlight to what really matters: the slice itself. Now, the story continues with the launch of a new spot that follows a sleepy security guard who dozes off and dreams of a giant slice becoming part of his life — and his family’s.