Wonder Bread Spotlights One-of-a-Kind, Fan-Made Wonder Creations in New Shoppable Ad

For almost 100 years, Wonder® Bread has been a beloved staple in Canadian households. Its instantly recognisable primary coloured bubbles have helped to 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 that people have been inspired by Wonder® to make all sorts of unofficial creations that go beyond just delicious food.

But while Wonder® was quietly becoming the most instantly recognisable bread in Canada, it wasn’t leaning into its status. Wonder® needed to own its iconicity, and demonstrate just why the brand has been so inspirational to people.

Introducing ‘It Starts With Wonder’, a new campaign that celebrates the real fans who have been inspired by Wonder® to make more than amazing meals on their own for years. The 360 campaign, anchored by an anthemic 0:30s spot, features everything from one-of-a-kind paintings to neon signs to earrings to dog costumes, even a NASCAR Pinty’s Series race car, all inspired by Wonder®’s iconic branding.

Social ads support the spot and place a larger spotlight on the fan-made creations available in the Wonder Shop, a website created to feature over 30 creations and recipes from pre-existing Wonder® fans. From recipes to arts and crafts and DIY instructions to make yourself, the Wonder Shop features all the Wonder® creations people have made in one place. Clicking on each creation takes you directly to the creators’ sites where you can proceed to purchase these creations. 100% of the sales from the Wonder Shop go directly to the independent creators and small businesses who 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 at Wonderbrands. “This is the biggest brand re-launch we’ve ever had in Canada, so we wanted to do something big that showcased these long-standing expressions of love. Launching this shop made up 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 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.”

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

Creative and strategy and PR were handled by Rethink. Media was handled by Society and Dentsu.