Weston Bakeries Limited
Wonder Wacki Buns

New Wonder Wacki Buns, available in Outrageous Orange and Punky Purple, needed a campaign that would focus on the new products' bright colours and their wacky, fun brand personality. As well, the campaign had to introduce "Mo" and establish him as the Wacki spokesperson for future launches.

Working with media partner Teletoon, Weston & Round Table developed an integrated program that reached kids through their favourite media - TV, online and magazines - and used innovation to break through and grab their attention in a way that reinforced the Wacki buns brand attributes. Equally, the campaign was one of firsts. It was the first time Teletoon coloured the network by turning cartoons orange and purple for 10 seconds; ran custom animation of a client's product over programming; and allowed viewers to program the network using interactive online votes.

A base of brand sell messages was complemented by a powerful on-air promotion called Wacki Weekends. It allowed kids to program the following weekend by voting for their favourite shows which Teletoon then aired during that weekend's lunch hour. To vote, kids were encouraged to watch for the Wacki screen to change colour - their cue to go online to vote.

The promotion was a huge success, attracting one of the highest levels of entries ever for a branded Teletoon campaign. Teletoon's weekend audience grew more than 20% during the promotional weeks, and Mo was swarmed by kids at more than 120 appearances across Canada. Just as important, the rolls segment grew more than 1.2% versus a decline of 7.5% the year before.