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FCB Buenos Aires’ New Spots for Fargo Bread Show Everything Can Fit in a Slice of Bread

Press Release - Buenos Aires, 26 April 2016

April 25, 2016 – BUENOS AIRESFCB Buenos Aires recently released Fargo Bread’s new campaign, “Rituals.” The campaign features three integrated TV commercials – “Limits,” “Balance” and “Center” – developed under the concept that “Everything can fit in a slice of bread,” part of Fargo’s new brand positioning.

The agency, creatively led by Lulo Calió, developed the campaign specifically with the thoughts, concerns and wishes of today’s women in mind.

“The tone we use to tell these stories is much more intimate than what we are used to seeing in this category,” said Calió.

Ariel De Coss, marketing director of Fargo adds: “This new positioning took us almost a year to develop; we interviewed Argentinean women to know them deeply, and we learned Fargo women are brave, feisty, transparent, authentic and they have plans for their lives. And Fargo accompanies them in their daily lives, generating intimate moments, which make them feel good, and it shows.”


About FCB

FCB (Foote, Cone & Belding) is a global, fully integrated marketing communications company with a heritage of creativity and success dating from 1873. Based on a deeply developed understanding of diversified local markets and global cultures, FCB focuses on significantly changing consumer behavior to the benefit of its clients, its people and society. With more than 8,000 people in 109 operations in 80 countries, the company is part of the Interpublic Group of Companies (NYSE: IPG). Learn more at and follow us on Twitter and Instagram (@FCBglobal) and Facebook (FCB Global).