Wonder White turns bread into giant trampoline in new campaign
Goodman Fielder’s Wonder White bread has launched a new campaign heroing its bright pink identity by using a giant bread loaf as a trampoline for kids.
Created by Richards Rose, the campaign features kids laughing and jumping on a giant Wonder White bread loaf, using giant bread slices as stairs.
The ‘Play On’ commercial aims to position Wonder White as “Australia’s favourite family bread brand” by showing the energy it gives children to “feed their play”.
Karen Sterling-Levis, head of marketing strategy and baking, said in a statement: “This campaign builds on a strong start to the year, as we continue to strengthen our connection with our target consumers by celebrating what makes Wonder White a distinctive brand in our portfolio.”
Jody Elston, head of strategy at Richards Rose, said: “Wonder White is one of the most playful brands in the family food category and our intention was to ignite this in a way that was intrinsically linked to the brand and the hero loaf.”
Credits:
- Marketing Manager, Loaf – Craig Murphy
- Senior Brand Manager – Rose Milan
- Advertising Agency: Richards Rose
- Executive Creative Director – Adam Rose
- Creative Director – Chris Johnson
- Senior Copywriter – Dom McCormack
- Senior Art Director – Liam Hillier
- TV Producer – Amber Francis
- Head of Planning – Jody Elston
- Group Business Director – Kate Heatley
- Film Company – Photo Play
- Director – Scott Otto Anderson
- Post House – Blackbird
- Audio – Nylon Studios
- Photographer –– Andreas Smetana
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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Nice work murph
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How to communicate that this bread is rubbery and unhealthy.
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The music they play literally sounds like the tune in the song “G.R.L – ugly heart” hmm
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