Wonder White has undergone a relaunch with a new ambassador The Masked Wonder promoting the white loaf’s “hidden goodness” of healthy fibre.
A statement announcing the campaign said: “The TVC is based on the insight that kids can spot hidden goodness in almost everything. It’s a battle parents face every day. Wonder White is the perfect solution – containing heaps of healthy fibre – in bread that kids actually love to eat.”
The ad was created by shopper marketing specialists Channel 5.
Channel 5 creative director Tim Rozea said “We always thought that the character could play a really strong role in the relaunch of the brand. Working with some very talented people like Damien Toogood (Director) and Simon Maddison (VFX Supervisor) really helped us to bring this vision to life. We’re hoping that in time The Masked Wonder could join an esteemed list of Australian brand icons.”