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Weston Bakeries promotes new Wonder bread

Weston Bakeries has begun an advertising campaign to promote a new product called Wonder+ Fresh enriched white bread. According to the company, the product has four times the fibre per serving as original Wonder bread. The product launch is being supported with television and print advertising, plus a website, retail promotion and public relations. The advertising creative maintains that consumers will not be able to taste the difference between original Wonder bread and Wonder+. The television commercials show seven sets of identical twins eating the bread to illustrate this point. The commercials, the first for the brand in four years, are airing nationally primarily during prime-time broadcasts. The print ads also depict a set of identical twins along with the tagline "Can you tell the difference?" These ads will run from January to June in Canadian Family, Canadian Living, Chatelaine, Reader's Digest, Together and Today's Parent. The company is also conducting a contest called "Happy Blue Year" in association with Teletoon during January. The advertising was created by Round Table Advertising of Toronto. Media buying is being handled by PHD Canada of Toronto. The launch also includes a national public relations program conducted by Edelman Public Relations of Toronto. The retail promotion, called the "One Loaf Wonder+ Challenge," offers a money-back guarantee for consumers who prefer the taste of original Wonder bread over that of Wonder+. The promotion and the product's website were created by Solutions Ventes & Marketing.

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