The pop-art Wonder Bread branding is instantly recognizable. And now, the brand is leaning into its pop-culture bona fides in Canada with a campaign built around fan-made art and other objects.

Rethink led the new “It Starts With Wonder” effort creatively. It’s anchored by a 30-second spot showing how consumers have used Wonder in all sorts of creations—culinary and beyond. The ad features everything from one-of-a-kind paintings to neon signs, earrings, dog costumes and even a Nascar Pinty’s Series race car.

Social advertising supports the TV and points to the Wonder Shop, a new website that features over 30 creations and recipes from Wonder fans. Clicking on each item takes users directly to the creators’ sites to purchase these creations. All sales from the Wonder Shop go to the independent creators and small businesses who are featured.

“Great ideas start with Wonder. Fans know this, and have been making their own Wonder-inspired creations for years,” said Angela McInenly, director of marketing at Wonderbrands. “This is the biggest brand relaunch we’ve ever had in Canada, so we wanted to do something big that showcased these long-standing expressions of love. Launching this shop made up entirely of fan-made creations does just that. We welcome Canadians to join us in showing these amazing creators some love!” 

“Since there are already so many fans out there making amazing things inspired by Wonder, all we had to do was give them a platform,” said Zachary Bautista, creative director at Rethink. “We’re using what already exists to showcase love for the brand, and own our iconic place in culture.”

The campaign also includes paid influencers and a sponsored content placement on Chatelaine. Media was handled by Society and Dentsu.