Oroweat® Challenges Fans to "Get that bread" with a Life-Sized Sandwich Chase Through New York City

Led by runner and self-proclaimed bread enthusiast Dylan Efron, the campaign offers a chance to win $50,000 and celebrates the brand's national launch as Arnold® and Brownberry® become Oroweat®

NEW YORK, Oct. 29, 2026 /PRNewswire/ -- Keep your eyes peeled, New York: a life-sized sandwich is about to hit the streets. As Oroweat® celebrates its national launch, the brand is kicking off its new nationwide "Get that bread" campaign with a playful New York City activation just ahead of race weekend. At the center of the action is the Oroweat® Running Sandwich, a larger-than-life sandwich hitting the streets for a citywide chase that invites New Yorkers to join the fun. Fans who spot the Oroweat® Running Sandwich on the street or at the High Line Nine Oroweat Marathon Market pop-up can scan a QR code for a chance to win $50,000 and snag customizable, bread-inspired running swag. And the fun isn't limited to NYC! Fans across the U.S. can get in on the action and enter for a chance to win by visiting OroweatGetThatBread.com (see official rules).

Leading the chase is marathon runner, actor and self-appointed bread enthusiast Dylan Efron, who is inviting locals, tourists and every runner ready for a fun challenge to join in.

"For more than 90 years, Oroweat has been baking bread with premium, quality ingredients for people who want more from their everyday loaf without sacrificing taste," said Orela Suku DeCurtis, director of marketing for Oroweat® at Bimbo Bakeries USA. "'Get that bread' is our way of reminding everyone that loving bread is nothing to apologize for."

The first clues to the Oroweat® Running Sandwich's whereabouts drop on social media and running platform Strava on October 29, with sandwich sightings expected throughout New York City on October 30 and 31. On marathon day, November 1, Oroweat® is hosting the Oroweat Marathon Market pop-up at the High Line Nine in New York from 10 a.m. - 5 p.m., welcoming fans to stop by for Oroweat® sandwiches, exclusive customizable swag and another opportunity to enter to win $50,000.

"As a runner of the upcoming marathon, I know carbo-loading can get a little too serious and not feel all that enjoyable," said Dylan Efron. "That's why partnering with Oroweat felt like the right fit. "'Get that bread' brings fun back to wellness and reminds us that bread is meant to be enjoyed."

Fans in New York City can follow the clues on social, hit the streets to find the Oroweat® Running Sandwich, snag some swag and scan a QR code for a chance to win the $50,000 prize. Fans can also stop by the "Get that bread" Marathon Market pop-up at High Line Nine (10 a.m. - 5 p.m. on November 1) for another opportunity to enter.

The excitement around "Get that bread" comes as Oroweat® celebrates a major milestone: its national launch. As of October 12, Arnold® in the East and Brownberry® in the Midwest are now Oroweat®, making it easier for shoppers to recognize and find the breads they love from coast to coast – now with improved recipes and refreshed packaging across the portfolio.

"This is much more than a brand consolidation. We're introducing improved formulas focused on increasing fiber in our Whole Grains products, adding nutrients like vitamin D in our Country Style products and continuing to clean up recipes in response to consumer needs. Our bold new 'Get that bread' campaign also represents one of the largest marketing investments in the brand's history," said Leslie Vesper, senior vice president marketing at Bimbo USA.

The combined portfolio includes over 86 SKUs across key product groups: Whole Grains (e.g., 100% Whole Wheat, Oatnut, 12 Grains & Seeds, Healthy Multigrain, 22 Grains & Seeds), Functional Nutrition (e.g., Protein White, Honey Oat Protein, Fiber Power, Keto, Carb Control), Country Style (e.g., Sourdough, White, Buttermilk), Italian, Rye and Buns & Rolls.

Among the portfolio's highlights are Oroweat® Whole Grains Oatnut, featuring a blend of oats and hazelnuts; 12 Grains & Seeds, made with ingredients including whole wheat, sunflower seeds and barley; Country Style Sourdough, offering rich, rustic flavor; and Honey Oat Protein, delivering 20 grams of protein per two slices.

The Oroweat® brand is available nationally at grocery retailers. Availability may vary by retailer during the transition period. Learn more at Oroweat.com.

NO PURCHASE NECESSARY. Begins 10/30/26 at 8:00 a.m. ET & ends 11/1/26 at 11:59 p.m. ET. Open to legal residents of the 50 United States & D.C., 18 or older. Void where prohibited. Subject to full Official Rules at www.OroweatGetThatBread.com. Sponsor: Bimbo USA, Inc., 5525 N. MacArthur Blvd., Suite 850, Irving, TX 75038.

About Bimbo USA
Bimbo USA is a leader in the baking industry, known for its category leading brands, innovative products, freshness and quality. Our team of 20,000+ U.S. associates operate more than 50 manufacturing locations in the United States with leading brands such as Artesano®, Ball Park® Buns & Rolls, Bimbo®, Boboli®, Entenmann's®, Little Bites®, Marinela®, Mrs Baird's®, Oroweat®, Sara Lee®, Stroehmann® and Thomas'®. Bimbo USA is owned by Mexico's Grupo Bimbo, S.A.B de C.V., the world's largest baking company with operations in 39 countries.

Bimbo USA

SOURCE Bimbo Bakeries USA