Wonder Bread Gets Nostalgic in Sweet New Campaign

The Greatest Thing Since...

Published On
Apr 03, 2014

Editor's Pick

Is there anything more nostalgic than Wonder Bread? The classic loaf had been an American lunch staple for so many years, until 2012 when the brand temporarily halted production as its former parent Hostess went under. In 2013, Flower Foods stepped in to acquire the company's former bread brands and put the product back on the shelves last fall. Recently, with the help of The Hive Toronto, the brand launched this sweet campaign playing off the familiar saying that Wonder Bread helped spawn, "The greatest thing since sliced bread."

The new "Greatest Thing Since. . ." effort, featuring a charming, stop-motion technique, romanticizes the mundane task of making a sandwich, pairing the act with some of life's most quintessential memories, from picking on the younger sibling and rolling eyes at dad's lame jokes to making up with the spouse.

In this particular spot, a young man reassures mom on the phone that he hasn't starved since leaving the nest. All the while, we see him puttng a peanut butter and jelly sandwich together -- no doubt a childhood favorite -- cutting the crusts off and sectioning them. Just like mom used to make.