From its U.S. headquarters in Horsham, Bimbo Bakeries USA is taking a hard look at how some food brands stay relevant in a rapidly changing marketplace, writes Gordon Young for The Drum.
That effort is being led by Catherine Berger, who joined the company in 2025 as vice president of marketing transformation and services. Berger oversees a wide-ranging team that brings together consumer insights, creative, media, e-commerce, and retail media.
Berger says familiarity alone no longer guarantees connection. Instead, the focus is on re-energizing brand meaning and making it visible where purchase decisions actually happen.
That philosophy is shaping how brands like Ball Park are activated, with storytelling carried beyond traditional advertising into bold retail displays and packaging tied to cultural moments. Berger describes retail media as both a brand-building and sales-driving tool, not one or the other.
Speaking at the IAB Annual Leadership Meeting, Berger pointed to artificial intelligence, retail media, and measurement as key forces reshaping how brands engage consumers. Even as technology advances, she says emotion still plays a central role in decision-making.
The work highlights how a global food company rooted in Horsham continues to influence national marketing strategy, and how legacy brands can evolve without losing what made them iconic.
To learn more about Bimbo’s creative branding strategy, visit The Drum.
Editor’s Note: This post was originally published on MONTCO Today in February 2026.
