Weston bakes omega-3 into Wonder+ campaign. Weston Bakeries is giving Canadian families a headstart with the launch of its new Wonder+ Headstart with omega-3 DHA.

Weston says it is the first sliced bread to contain the unsaturated fat believed to aid in the development of children's vision and learning abilities. The launch is supported by a multi-million dollar campaign that includes TV, magazine, online and transit advertising, as well as a new website, wonderheadstart.ca. The campaign targets moms and medical professionals, and the creative delivers the message that omega-3 DHA helps with a child's development, said Craig Hutchison, vice-president of marketing and sales at Weston Bakeries.
   "We see [DHA] as being the next science based innovation... It's a great science-supported product that speaks to moms," he said. "We know that the awareness of omega-3 DHA is growing [among] women with young children. We're trying to do our part to ensure that kids are getting the right nutrition they need."
    A survey conducted by Angus Reid for Weston revealed most Canadian parents are aware of the importance of omega-3, but just 38% of the 566 Canadian parents surveyed said their children are getting enough. More than half said they're unaware of a convenient way to add omega-3 to their children's diet.
    A 30-second TV spot, by Toronto's Round Table Advertising, will run for 12 weeks starting Feb. 25. The ad has been translated into Mandarin and Cantonese to run on OMNI and Fairchild, and an additional four-week educational promotion targeting moms and kids will run on Teletoon beginning next month. Magazine ads will appear in 10 women's magazines from March until June, while transit ads will appear across the GTA and online ads will have been placed on mom-targeted websites. Pamphlets will also be sent to dietitians, doctors, and pediatricians, and ads will run in four major professional journals.
    The website offers downloadable brain games for kids, recipes and nutritional information for moms, as well as scientific evidence supporting the benefits of omega-3 DHA for doctors and dietitians. Round Table handled media planning, while PHD Canada oversaw the media buy. B-Street worked on the in-store promotional materials and website design, with PR executed by Argyle Communications.