Wonder Bread – Wonder +

The white bread category had been eroding for years as consumers turned to healthier bread options. This had devastating effects on the white bread category, and on Wonder bread in particular.
Agency: Round Table Advertising

Wonder Bread – Wonder +

Bronze: Packaged Goods FoodBronze: Best Launch

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): Jan 2006–Jun 2007 (68 weeks post launch)Start of Advertising/Communication Effort: w/o Jan 9, 2006Base Period for Comparison: Aug 2004–Dec 2005 (68 weeks pre launch)

This is a case about the dramatic evolution of Wonder bread in Canada and demonstrates the continued strength of a powerful idea. The case won a Silver in 'Off to a Good Start' in 2006, based on results for January 2006 to June 2006. Since that time, Wonder + has...

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