Wonder Bread begins new campaign
By Derek Winkler
Wonderbrands has begun a campaign for its Wonder Bread product line called “It Starts With Wonder.” The campaign is intended to highlight consumers who have been “inspired by Wonder to make more than amazine meals.” It consists of a 30-second commercial depicting various objects “inspired” by Wonder branding. This is accompanied by social media advertising and a website at <http://www.wondershop.ca> that offers recipes and instructions for making a number of these objects. The site also links to the websites of the various creators, where these products can be purchased. Other campaign elements includes influencer activies and sponsored content. The campaign was developed by Rethink, which is also handling public relations. Media work is being conducted by Society and Dentsu.
“Since there are already so many fans out there making amazing things inspired by Wonder, all we had to do was give them a platform,” said Zachary Bautista, creative director at Rethink. “We’re using what already exists to showcase love for the brand, and own our iconic place in culture.”