Weston Bakeries is taking a more natural approach with a new 30-second television commercial that promotes the benefits of its Wonder Bread brand, which the company says is free of artificial preservatives, colours and flavours.
Launched Monday, the commercial from Toronto agency Headspace Marketing Inc. shows family members of all ages sitting around a large table eating sandwiches. It’s a slight departure for the bread line, which in the past has focused less on the family unit and more on being part of a child’s well-balanced diet.
The commercial “brings to life the whole idea that Wonder Bread has kept up with the times and continues to deliver on nutrition,” said Headspace president Eric Blais.
This marks the first effort from the Toronto agency since taking over the English portion of the account from Round Table Advertising earlier this year, without a review. Headspace already works with the company’s Quebec division, Weston Gadoua Bakeries.
As part of the campaign, the agency introduced the new brand tagline “Joyful Nutrition” to help demonstrate that eating healthy can be fun and easy, said Blais.
“Consumers care about how food is prepared – what’s in it and what isn’t,” said Sumit Luthra, vice-president marketing at Weston Bakeries.
“Wonder bread is taking this bold step to remain a favourite of Canadian families.”
The campaign also includes in-store materials from B-Street Communications and media relations by Argyle Communications. ZenithOptimedia handled the media buy.
