Wonder Bread Officially Settles the Triangle or Rectangle Sandwich Cut Debate

Bread brand Wonder is officially declaring triangle cut sandwiches to be the best, putting an end to this sandwich debate for good. 

As an added show of commitment, Wonder has teamed up with Rethink to update its iconic primary-coloured circles to triangles across all of its brand touchpoints including packaging and website, and has deemed itself ‘The Official Bread of Triangle Sandwiches’.

The complementary omni-channel campaign, which will run across English Canada from September 29th to November 10th, will feature OOH, social, and an OLV which celebrates the triangle sandwiches we all know and love and affirms Wonder’s stance. 

Through this campaign, Wonder is calling on Canadians to join them to ensure that every sandwich is a triangle sandwich from now on. Campaign elements will drive to a microsite, where those who make the pledge will receive a coupon for 45¢ off their next loaf of Wonder – just like the 45 degree cut that yields the perfect triangle sandwich.

“As a Canadian household favourite for almost 100 years, Wonder knows a thing or two about sliced bread, and has the authority to declare the best way to cut a sandwich,” says Angela McInenly, head of marketing and brand development at Wonderbrands. “By settling this age-old debate, we wanted to remind Canadians that Wonder Bread can provide an inspiring canvas for many culinary creations – and sometimes all it takes is cutting your sandwich into triangles.”

To reinforce the brand’s pro-triangle positioning, Wonderbrands ran an Angus Reid study which found that among the 60% of Canadians share the same affinity for triangles. Of those who insist on a triangle cut, 54% do so for appearance, 31% for nostalgia, 17% for maximizing bites, and 14% for taste. 

Wonder’s latest campaign serves as an extension of its 'It Starts With Wonder' platform which launched in September of 2023, where the brand showcased dozens of unofficial Wonder-inspired creations in the campaign and online shop.

“Wonder Bread isn’t just a brand of white bread - it IS bread. 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,” says Loretta Lau, group creative director at Rethink. “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.”