Wonder launches the best thing since…ever! in new campaign via The Works, part of Capgemini
As Australians continue to seek healthier alternatives with no compromise to taste, Goodman Fielder has launched a new 5 health star range under its iconic Wonder bread brand, proving bread can be both healthy and tasty. To celebrate the launch, Wonder has launched a fully integrated omni-channel campaign via The Works, part of Capgemini, which creatively plays on the age-old saying ‘the best thing since sliced bread’ with its own tagline, ‘it’s the best thing since…ever.’
The new Wonder 5 Star Soft White and Soft Multigrain range boasts the same great Wonder taste that Aussies have loved for over 30 years, but now both new loaves have a 5 Health Star Rating, with the added health benefits of 3X fibre of regular white bread, (Soft White), and prebiotic fibre (Soft Multigrain).
The new campaign leverages FTA, BVOD, OOH, radio, display and retailer media.
To build on the campaign, which leverages FTA, BVOD, OOH, radio, display and retailer media, Wonder has also introduced its Wonder 5-Star Mascot Wally, an adorable brand character that recently celebrated its debut with a casual stroll around Luna Park.
The public also got behind the campaign, voting to choose the mascot’s name with over 200 names submitted before the winning name was revealed as Wally Wonder.
Says Christine Fung, CMO, Goodman Fielder: “The Wonder 5 STAR launch and range has helped us disrupt the category in a meaningful way, ensuring we grow and evolve to meet changing consumer needs. We are proud to be able to bring this innovation to Australian homes.”
Says Nikoleta Kastanias, Wonder Marketing Manager, Goodman Fielder: “The Wonder 5 STAR launch has been a key strategic initiative for us, enabling us to expand our appeal to older families, who are seeking healthier bread options but not wanting to compromise on taste. The range has been highly successful, enabling us to grow overall brand sales +1% vs YA in a declining category.”
Says Jerome Gaslain, Head of The Works, part of Capgemini: “It’s not every day you get to elevate a family kitchen staple while setting new benchmarks for health in the category. This launch is a testament to Goodman Fielder’s commitment to innovation and a customer-first mindset, powered by The Works’ above-the-line and social expertise.”
With the launch of its sub-range, Wonder has achieved notable growth, reporting a 1% increase in market share compared to the previous year.
Goodman Fielder:
Christine Fung – Chief Marketing Officer
Nikoleta Kastanias – Marketing Manager Wonder
Laura Grecu – Brand Manager Wonder
ATL Creative: The Works, part of Capgemini
BTL Creative: 31st
BTL production: IVE Shopper
Pack design: Barker Brand Partnerships
Media: Initiative Media