brad van schaik

Wonder Bread:
The Greatest Thing Since

For the full story topped with all the condiments, keep scrolling. If you’d rather take a quick bite, just watch this case study.

The key ingredient to a Perfect PB&J on white isn’t the PB or the J. It’s the feeling.

That stick-to-the-roof-of-your-mouth texture provides a feel-good experience that no fancy deli style sandwich could never stack up to. Wonder is the “Best Feeling Bread In The World,” a notion that became the core of the brand’s relaunch strategy. If you want to chat to the author of the strategy (which I really only touched on here) send a note to one of my friends and mentors Michelle Prowse.

At a time when Wonderbread was trying to keep up with competitors, we encouraged them to remember why people loved them in the first place.

We were set to relaunch the brand with its original recipe - the amazing one before all the “bread is bad” health trends. As part of that relaunch, Wonder removed all the science-y health claims from their packaging and went with something that embraced what they were. Soft. White. Bread.

We included some classic recipes on packaging, to remind shoppers that Wonder was for those classic, simple sandwiches that have always made them feel good.

“The Best Feeling Bread in The World” lead to a campaign that touched people’s hearts and would go on to increase sales for wonder and the entire bread category.

The primary mediums in the campaign were TV and OLV. A series of six spots were written that collectively reminded us of the beautifully simple moments that happen around sandwiches. They’re the ones we may not see unless we really pay attention; they’re the ones that make life special; and they’re ones that give us the all the feels. In each spot, two pieces of Wonder open like a book and tell us a story. The magic ingredient in the executions was removing the humans, in an effort to help anyone watching relate.

We created “feel good” moments in store. These were simple stories of our favourite sandwiches being made.

The art direction throughout the campaign, reflected the simple, minimal designs of brand’s new packaging, which was an important tool at point of purchase to close the loop.

The design language and tone were tailored for executions in ooh and print.

In this execution, the Wonder bubbles lead shoppers to the entrance of a grocery store around the corner.

This ad was created for the audience at The Royal Fair, a National horse show hosted in Toronto every year.