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Wonder Backs Whole Grain Rollout With New Campaign

  • Ad Age, Friday, January 27, 2006 12 PM
With the sales of traditional white bread falling, Interstate Bakeries Corp., owner of market leader Wonder Bread, is putting its biggest marketing muscle in a decade behind the rollout of two new whole-grain products. In July, Wonder launched its 100% Whole Grain White Bread into test markets and this week announced it would expand the product nationally, along with a new brand made with less whole grain, called Made With Whole Grain White. The two products will be backed by a TV and print effort from Campbell Mithun and includes TV spots with the tagline: "Give 'Em What They Love: Wonder." Print ads break in March issues of magazines like Better Homes & Gardens using the line "There's a better way to give your kids what they'd love ..." Wonder sales fell 9 percent to $262 million for the 52 weeks ended Jan. 1 in food, drug and mass outlets excluding super centers, according to Information Resources Inc. While still the leader in the $6 billion fresh bread category's largest segment, Wonder and its competitors have faced declines recently as more health-conscious consumers have sought out alternatives.



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