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Weston Bakeries promotes Wonder Plus

Weston Bakeries of Toronto has begun a new national advertising campaign for its Wonder Plus brand of bread. The campaign, developed by Round Table Advertising, promotes both the nutritional value of the bread and the nostalgic associations of the brand. The television commercial depicts a boy arriving home for lunch in a 1950s setting. As he eats a sandwich, his surroundings and clothing gradually modernize until they represent contemporary life. "Many Canadian moms have fond memories of Wonder bread from their childhood, and naturally they want the same warm experiences for their own kids," said Brent Peterson, creative director at Round Table. "Using the latest in visual effects, this new spot persuades these moms that the same emotional Wonder experience they grew up on is still available today, and it's more nutritious than ever. We saw it a great opportunity to take a familiar story and introduce an exciting twist that would surprise and entertain the viewer with every viewing." The campaign uses the tagline, "Wonder Plus. The comfort of yesterday. The nutrition of today."

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