Wonder White aim to convince parents to ‘give white bread back to the kids’ with content series

Kids complaining about how they have it tough compared to when their parents grew up is the proposition of the latest campaign for Wonder White bread.

Led by Goodman Fielder’s media agency Slingshot and produced by creative services business business Kojo, the content series aims to highlight the brand’s newest product Wonder Smooth Wholegrain Bread and aims to convince parents to “give white bread back to the kids”.

It features kids reflecting on the changes that have occurred since their parents where children, including the over-complication of bread.

Slingshot developed the strategy while Kojo produced the series, including writing the scripts, casting, filming and editing.

Chris Johnston, head of digital & data at Slingshot said: “We wanted to find a way to build on the great campaign creative developed by creative agency, Richards Rose, by adding a layer of related content that would both entertain and educate our audience.

“There’s a nice element of nostalgia that will resonate with our audience, particularly when its delivered by today’s kids. This suite of content will significantly increase our ability to maintain relevance and attention with our audience over time, well beyond what can be expected of a one-off campaign.”

Richard Coburn, director at KOJO added: “We wanted to create engaging, humorous pieces to really connect with audiences across the digital platforms and build upon the brand’s personality. Our designers created this wonderful, colourful adult world that subtly reflected the Wonder Smooth Wholegrain brand, but the kids were the real heroes of this project.

“Throughout filming the kids were amazing and it was one of the most enjoyable on set experiences the KOJO team have had. It was the first time that Slingshot, Goodman Fielder and KOJO have come together to partner on a project, and the result is a range of dynamic and funny videos where kids play in the adult world, asking only for the return of white bread.”

Client: Goodman Fielder
Marketing Manager – Craig Murphy
Media Agency: Slingshot
Chris Johnston – Head of Digital & Data
Lisa Overall  – Strategy Director
Vanessa Akem – Senior Implementation Planner
Leslie Yung – Digital Planner
Catalina Beltran – Social Media Manager
Sally Powell – Agency Producer
Creative and Production: KOJO
Producer – Travis Kalendra
Writer/Director – Richard Coburn
Digital Producer – Maxx Corkindale
Production Design – Leeth Keough
Character Design – James Boorman
Casting – RMT Management


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.