Rethink wins Wonder

Creative assignment includes the brand's entire line of bread and baked goods

Brenda Bouw October 31, 2016

Weston Bakeries has hired Rethink as the new agency of record for its Wonder brand, following a competitive review.

Neither Weston nor Rethink would reveal what’s planned, other than the new campaign would be unveiled in the first quarter of 2017.

Rethink was chosen after Weston put out a request for proposals to replace its former agency, The Hive.

“We thought the work that was done on Wonder was absolutely great with The Hive, but … it was the end of an area. We needed a bit of a refresh,” Nicole Pekerman, marketing director at Weston Bakeries, a division of Weston Foods, told Marketing.

“Strategically, we wanted to change the direction where Wonder is going.”

The Weston marketing team is also new, Pekerman said, and “we wanted some new folks on the business as well.”

Pekerman, who has been with Weston Bakeries for about a year, said the company went with Rethink based on its proven track record of building brands, creating “fresh, relevant work,” and launching campaigns that “connect emotionally with consumers.”

She cited work the agency had done with brands such as Molson Canadian and A&W Restaurants.

“[Rethink is] great at building equity because of that emotional connection and delivering business results as well,” Pekerman said.

Pekerman said Wonder’s target consumer is based on a persona it called “Shannon,” who is a mom of young children.

“She is comforted by her nostalgia with Wonder bread and happy to give it to her kids as well,” Perkerman said.

Rethink will be responsible for brand strategy and product creative for the entire portfolio of breads and baked goods.

Aaron Starkman, partner and creative director at Rethink, described the win as “one of those rare opportunities to work on a brand that was part of your childhood.”

In an interview with Marketing, Starkman said the nostalgic element of the brand offered “huge spring boards to great creative avenues.”

“We are really excited to see what we can bring to the table as the brand grows in some interesting ways.”

Since the win was announced internally, Starkman said creative teams from its offices across the country had been calling to see if they could contribute.

“It’s just one of those brands that is somehow comforting. It reminds you of childhood moments,” he said.

Starkman wouldn’t discuss the mandate from Wonder or what’s planned for the brand, but said Weston was interested in the agency’s non-traditional marketing approach.

“What I will say is that we are presently looking at a strategic foundation and from there we’re looking forward to bringing things to life,” he said.