Goodman Fielder spins age-old saying for new Wonder bread star range
Goodman Fielder is bringing attention its its new “5 health star range” via an omnichannel campaign.
The star range falls under the Goodman’s Wonder bread brand, covering its Soft Multigrain and Soft White products. With the star ratings in place, both loaves now boast a 5 Health Star Rating and additional health benefits, such as increased fibre for Soft White and prebiotic fibre for Soft Multigrain.
Goodman’s campaign uses the tagline, ‘it’s the best thing since…ever’, in reference to the long-time phrase, ‘the best thing since sliced bread’. To promote the overall initiative, the campaign uses retailer media, radio, BVOD, display, FTA and OOH channels.
It also deploys a mascot – Wally Wonder – to further increase awareness. With a name voted on by the public, Wally was officially introduced to the world via a walk in Sydney amusement park, Luna Park.
When speaking on the campaign, Jerome Gaslain, head of The Works part of Capgemini, said: “ 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.”
With the launch of its sub-range, Wonder has achieved notable growth, reporting a 1% increase in market share compared to the previous year.**
“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, chief marketing officer at Goodman Fielder.
“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,” Nikoleta Kastanias, Goodman Fielder’s Wonder marketing manager, added.
“The range has been highly successful, enabling us to grow overall brand sales +1% vs YA in a declining category.”
Credits:
Goodman Fielder:
Christine Fung – Chief Marketing Officer
Nikoleta Kastanias – Marketing Manager Wonder
Laura Grecu- Brand Manager Wonder
ATL Creative: The Works, part of Capgemini
BTL Creative: 31st
BTL production :IVE Shopper
Pack design: Barker Brand Partnerships
Media: Initiative Media
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