As Australians continue to seek healthier alternatives with no compromise to taste, Goodman Fielder has launched a new 5 health star range under its iconic Wonder Bread brand, proving bread can be both healthy and tasty.
The new Wonder 5 Star Soft White and Soft Multigrain range has the same great Wonder taste Aussies have loved for over 30 years, but now both new loaves have a 5 Health Star Rating, with the added health benefits of 3X fibre of regular white bread^, (Soft White), and prebiotic fibre (Soft Multigrain).
Wonder launched in market with a fully integrated omni-channel campaign, leveraging FTA, BVOD, OOH, Radio, Display and retailer media, creatively playing on the age-old saying ‘the best thing since sliced bread’ with their own tagline, ‘it’s the best thing since…ever.’
To build on the campaign, Wonder has also rolled out their Wonder 5-Star Mascot Wally, an adorable brand character that celebrated its debut with a casual stroll around Luna Park, enjoying lots of attention from kids and adults alike.
The public also got behind the campaign, voting to choose the mascot’s name with over 200 names submitted before the winning name was revealed as Wally Wonder.
“The Wonder 5 STAR launch and range has helped us disrupt the category in a meaningful way, ensuring we grow and evolve to meet changing consumer needs. We are proud to be able to bring this innovation to Australian homes,” said Christine Fung, Goodman Fielder CMO.
“The Wonder 5 STAR launch has been a key strategic initiative for us, enabling us to expand our appeal to older families, who are seeking healthier bread options but not wanting to compromise on taste. The range has been highly successful, enabling us to grow overall brand sales +1% vs YA in a declining category,” said
Nikoleta Kastanias, Wonder marketing manager- Goodman Fielder.
“It’s not every day you get to elevate a family kitchen staple while setting new benchmarks for health in the category. This launch is a testament to Goodman Fielder’s commitment to innovation and a customer-first mindset, powered by The Works’ above-the-line and social expertise,” said head of The Works part of Capgemini, Jerome Gaslain.
With the launch of its sub-range, Wonder has achieved notable growth, reporting a 1% increase in market share compared to the previous year.
