Wonderbread: Embracing their iconic status instead of apologizing for it.
Wonderbread is synonymous with sliced bread. They were the ones that popularized it in the early 20th century and remained a reference point in pop culture for decades after. The red and yellow bubbles are universally recognizable, whether you were watching a scene in Jerry Seinfeld’s kitchen or wandering the grocery aisle.
Even though “white, sliced bread” had become the punching bag for the entire category, the brand itself was so popular that the logo and wordmark were being used unofficially by artists, creators, and chefs all around the world.
Rather than be apologetic about what we are, we set out to embrace our iconicity, in a way that only a brand of Wonder’s stature could. We reframed the borrowing of our logo as the ultimate act of brand love – turning unofficial creations into official recipes and merch.
The Wondershop
Everything drove to thewonderbreadshop.com, which houses the recipes and merch showcased in the advertising, along with instructions on how to build or buy them.
Results
In the short time since it has aired, the campaign has become a turning point for the brand in Canada. Sales have grown 2X faster than the rest of the category, purchase intent has increased by 20% pts, and our Google search volume has increased to the highest point in the last decade.