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.