The campaign by Rethink sees the brand switch out its familiar bubbles for temporary revised packaging featuring triangles.
Who: Wonder Bread, with Rethink for creative, strategy and PR; Society for media.
What: “The Official Bread of Triangle Sandwiches,” the latest extension of the brand’s “It Starts With Wonder” platform, which launched in September of 2023 and saw the brand showcasing dozens of unofficial Wonder-inspired creations.
When & Where: The campaign will run from across English Canada from Sept.29 to Nov. 10, including OLV, social (static and creator content), digital OOH at Toronto’s Union Station, print OOH, in-store placement, and temporary revised packaging.
Why: Wonder Bread is leveraging an age-old debate about whether sandwiches should be cut into triangles or rectangles by positioning itself as the determining authority on the matter.
Its decision is informed by a 2024 Angus Reid study which found that 60% of English-speaking Canadians prefer a triangular sandwich, leading the brand to …