Wonder® Bread Spotlights Unique, fan-made amazing creations in a new shoppable ad

For almost 100 years, Wonder® Bread has been a favorite staple in Canadian households. Its instantly recognizable primary color bubbles helped cement Wonder® Bread as an icon in popular culture. Wonder® has made cameos in TV shows, movies, rap songs, and even inspired pop art masterpieces. It’s no wonder people have been inspired by Wonder® to make all kinds of unofficial creations that go beyond just tasty food.

But while Wonder® was quietly becoming an instantly recognizable bread in Canada, it wasn’t resting on its status. Wonder® needed to own its iconicity and show why the brand was so inspiring to people.

Introducing ‘It Starts With Wonder’, a new campaign that celebrates true fans who have been inspired by Wonder® to make more than amazing meals themselves. Anchored by the anthemic 0:30 spot, the 360 ​​campaign features everything from unique paintings to neon signs to earrings to dog costumes, even a NASCAR Pinty’s Series race car, all inspired by the iconic Wonder® brand. .

Social media ads support the spot and give more attention to the fan-made creations available in the Wonder Shop, a website created to feature more than 30 creations and recipes from existing Wonder® fans. From recipes to arts and crafts and do-it-yourself DIY tutorials, the Wonder Shop offers all the Wonder® creations people have made in one place. Clicking on each creation will take you directly to the creators’ pages where you can proceed to purchase those creations. 100% of Wonder Shop sales go directly to the independent creators and small businesses that are featured.

“Great ideas start with Wonder®. Fans know this and have been making their own Wonder-inspired creations for years,” said Angela McInenly, director of marketing for Wonderbrands. “This is the biggest brand relaunch we’ve ever had in Canada, so we wanted to do something big to showcase these long-standing expressions of love. Launching this store, which consists entirely of fan-made creations, does just that. We welcome Canadians to join us in showing these amazing creators some love!”

“Since there are already so many fans creating amazing things inspired by Wonder®, it was enough to give them a platform,” said Zachary Bautista, Creative Director at Rethink. “We’re using what’s already there to show love for the brand and own our iconic place in the culture.”

The campaign is supported by TV, OLV and social networks, as well as paid influencers and sponsored content placement on Chatelaine. Canadians can visit dozens of unique Wonder® creations and recipes here and follow on Instagram at @Wonderbread.ca and on Facebook at Wonder Bread Canada.

Rethink was in charge of creative, strategy and PR. Media was handled by Society and Dentsu.

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