Wonder bread begins triangle campaign
By Rob Bale
Wonderbrands has begun a new campaign for its Wonder brand of bread. Developed by Rethink, the campaign addresses the question of whether sandwiches should be cut into rectangles or triangles. The campaign depicts Wonder as an advocate of triangluar sandwiches by replacing the circular graphics in its branding with triangles and adopting the tagline, “The Official Bread of Triangle Sandwiches.” The campaign also includes out-of-home, online video and social media advertising, which will run in English Canada until Nov. 10. Visitors to a webpage at <http://www.wonderbread.ca/triangles> can download a coupon for the product by signing a pledge to cut their sandwiches into triangles. Media work is being handled by Society, etc.
“Wonder Bread isn’t just a brand of white bread, it is bread,” said Loretta Lau, group creative director at Rethink. “For most people, it’s their first experience with both bread in general and classic sandwiches like grilled cheese and PB&Js. This gave us the authority to wade into the fierce internet debate around the best way to cut sandwiches. This campaign wouldn’t have been possible without the iconic visual identity of Wonder, the blue, red, and yellow circles on a white backdrop. Because their branding is so familiar, recognizable and beloved, we were able to do something bold for the brand that people would actually notice: change the circles to triangles, making the first meaningful change to the brand in a long time.”