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Weston Bakeries is launching a new advertising campaign to show consumers that products within its Wonder bread line still have the same great taste, but are healthier.
The 30-second ad from Toronto’s Round Table Advertising starts in the 1950s as a young boy returns home from school and into the kitchen to enjoy a sandwich. Everything around him shifts and continues to evolve and modernize with the times, until it reaches present day.
The spot promotes the Enriched, Whole Wheat and Invisibles lines, which have all launched within the last few years, and ends with the new tag line: “Wonder Plus. The comfort of yesterday. The nutrition of today.”
Sallah Cayer, Round Table Advertising said the ad is meant to tap into the emotional connection and fond memories Canadians have of the Wonder brand, and marry it to an important nutritional message.
“[Consumers] are looking for the comfort of the past with their busy lives,” she said. “This is a real impactful way to serve up the new nutrition message.”
The campaign will run through the year. Round Table handled media planning, while PHD Canada oversaw the media buy.
