Wonder and Eat Up break Guinness World Record in sandwich stunt via MBCS + Good Talent Media

Wonder and Eat Up have smashed a Guinness World Record with the help of creative agency MBCS and PR partner Good Talent Media, staging the longest line of sandwiches ever made in a single day. The community-driven stunt saw 350 students from six Sydney schools gather at the Overseas Passenger Terminal to make 14,520 sandwiches, all donated to families in need through Eat Up’s school lunch program.

These students gathered at the iconic Sydney venue, Overseas Passenger Terminal, breaking the record, as all of the kids pitched in to help Aussie families doing it tough.

Wonder invited the public to come down on the day and enjoy a Wonder 5 Star toastie from a dedicated activation space at the venue which also included a photo booth, DJ and large screen to watch all the record-breaking action. Live radio updates across ATN kept listeners up to date on the record progress throughout the day.

Says Christine Fung, Goodman Fielder CMO: “At Wonder, we believe in creating moments that not only feed the body but also the community, especially kids, so we can fuel their play and learning. This record-breaking event with Eat Up was more than just a Guinness World record attempt – it was a celebration of community, purpose and brand values coming to life in a big, bold way.

“On the day, all of the students used our Wonder 5 Star Soft White bread to create the sandwiches and brought the event to life. This activation is the culmination of an 8-year partnership with Eat Up to feed Aussies in need. It shows what’s possible when a brand leads with heart, purpose and a whole lot of Wonder!”

Says Lyndon Galea, founder of Eat Up: “The reality is that one in four children across Australia are going to school without lunch – and the need for our services continues to grow. As more families face tough times, our work at Eat Up has never been more urgent.

“This incredible moment – breaking a Guinness World Record with Wonder alongside 350 inspiring young Aussies – is more than just a milestone. It’s a powerful testament to what’s possible when our communities come together to tackle a serious issue.”

Goodman Fielder
Chief Marketing Officer: Christine Fung
Head of Portfolio Marketing, Loaf: Jessica Tahardi
Marketing Manager, Family Brands: Claire Egan
Brand Manager, Family Brands: Michaela Carrozzo
Sustainability Lead: Rose Gooding
Digital Brand Manager: Samuel Hoinville

Eat Up
Lane Simpson: Head of Funding and Marketing

MBCS
Ruth Romero: Activations & Events Director
Gus Stephenson: Head of Production
Izzy Noall: Production Manager
Tina Gasparini: Production Manager
Andrea Bohorquez: Head of Sydney Clients
Jacob Abi-Arrage: Creative Content Lead
Indiana Kwong: Producer
Reece McMillan: Photographer
Jamie Gray: DOP
Matt Cresswell: B Camera Operator
Daniel Tran: Drone Operator

Good Talent Media
Jelena Avramovic: Senior Account Director
Johanna Kelders: Account Manager

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