Weston Bakeries Limited - Wonder Plus
"Twins" Campaign

This is a case about the dramatic evolution of Wonder bread in Canada and demonstrates the continued strength of a powerful idea.

White bread was declining and the emotional ties that consumers had with Wonder were being over-ridden by more rational drivers - health and nutrition. While consumers still knew and loved Wonder, they were starting to question what it stood for, what was in it and whether it should be in their pantry. And some were walking away altogether.

Through an innovative marketing and advertising plan including a product improvement, thorough research, clear consumer insights and an outstanding communications program, we were able to breathe fresh life into an ailing brand in Canada. Through the introduction of Wonder+, we have grown the Wonder business and improved the Wonder nutrition credentials. We drove sales of Wonder and Wonder+ to record share levels and grew the brand sales in excess of $36 million in 18 months - a 20% increase for the company's largest brand. Full case can be viewed online at http://cassies.ca/winners/2007Winners/