Wonder Bread is helping to sell fan-made creations inspired by the brand

The ‘It Starts With Wonder’ campaign by Rethink in Canada includes a ‘Wonder Shop’ for everything from recipes to arts and crafts

Published On
Sep 21, 2023
A corgi dressed up like a loaf of Wonder Bread

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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.

A selection of items from the Wonder Shop

“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.


Sep 21, 2023
Client :
Wonder Bread
Agency :
Global CCO :
Aaron Starkman
Global CSO :
Sean McDonald
Mike Dubrick
Creative Director :
Zachary Bautista
Creative Director :
Geoff Baillie
Art Director :
Kennedy Choi
Copywriter :
Jenai Kershaw
Senior Strategist :
Sam Massooleh
Senior Broadcast Producer :
Alex Butt
Head of Broadcast Production :
Laura Rioux
Director of Broadcast Production :
Shelby Spigelman
Senior Broadcast Producer :
Alex Butt
Senior Integrated Producer :
Venus Pun
Production Company :
Executive Producer :
Danielle Kappy
Line Producer :
Amanda Curtis
Director :
Benny Nicks
Evan Ciniello
Edit :
Editor :
Raj Ramnauth
Assistant Editor :
Laura Corredor
Partner/Executive Producer :
Julie Axell
Color & VFX :
Darling VFX
Colorist :
Kassi Bellamy
Executive Producer :
Morgan Campbell
Finishing Company :
Studio Feather
Flame Artist :
Julian Van Mil
Flame Assistant :
Huan Le Vu Cong
Producer :
Sonia Ruffolo
Executive Producer :
Sara Windrim
Audio House :
Creative Director & Producer :
Harry Knazan
Creative Director & Producer :
Daenen Bramberger
Sound Design Engineer :
Omid Geadizadeh
Producer :
Kristine Lippett
Producer :
Jane Heath
Executive Producer :
Hannah Graham
Group Strategy Director :
Nicole Rajesky
Senior Strategist :
Sam Massooleh
Group Business Lead :
Amanda Dornan
Group Account Director :
Jamie Faltl
Account Director :
Megan Christopher
Account Supervisor :
Rachel Rava
Audio Manager :
Todd Bennett
Studio Artist :
Justin Chan
Studio Artist :
Carl DeVouge
Studio Artist :
Kostas Loukopoulos
PR Lead :
Meredith Montgomery
Account Director PR :
Sara Lemmermeyer
Account Director PR :
Chenda McKissick
PR Specialist :
Tara Lush-Benson
PR Coordinator :
Maya Ventresca
Vice President Marketing :
Kelly Backer
Marketing Director :
Angela McInenly
Brand Manager :
Victoria Perrotta
Media :
Media :
Photographer :
Nick Greaves

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