bringing wonder back

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BRINGING WONDER BACK ALEX HUGGINS | ALYSIA CHEN | MEHAK CHARANIA | LAUREN LEHAMN | MANRIQUE MEDRANO

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Page 1: Bringing Wonder Back

BRINGING WONDER BACKALEX HUGGINS | ALYSIA CHEN | MEHAK CHARANIA | LAUREN LEHAMN | MANRIQUE MEDRANO

Page 2: Bringing Wonder Back

SITUATIONAL ANALYSIS PAGE 1

INTRODUCTION

Wonder Bread’s recent adoption by Flowers

Foods Incorporated gives them a chance to

modernize the traditional American brand into a

relevant classic with a twist. Using an emotional

appeal, our Wonder Bread campaign emulates

the relationship children have with their fathers

and the importance of a father in their life.

We’re bringing the wonder back for the fathers

that grew up eating it, and we can bring that

same experience to their children, sharing the

brand they knew when they were kids, with a

contemporary vibe. Wonder Bread will recreate

these extraordinary moments of their childhood

past with their kids now. Since Wonder Bread

has been recently stripped from the shelves,

there is also an opportunity to re-launch it as a

nationally recognized brand, but as an improved

������������������Ƥ����������ǣ�����������ǯ��

barbecuing at a football game or just enjoying a

PB&J for a picnic, Wonder Bread is there making

every moment wonderful.

REASONING

Though the economy is currently in a state of re-

cession and many product categories’ sales are

receding as consumers tighten their belts, bread

is still on the rise. The new USDA food plate has

upped the recommended consumption of whole

grains, pushing the market to mirror these

changes. According to a Neilson report “across

the total U.S., breakfast/sandwich breads grew

the most among the bread subcategories, with

average dollar sales up 1.6%.” With this rise, be-

lieve that it is the optimal time for Wonder Bread

to strike with a fresh campaign.

EXPLINATION

Due to the growing success of the bread cate-

gory, there are a great number of competitors

that rival Wonder Bread. The Pepperidge Farm

brand produces additional famous confections

including Milano’s, Nantucket cookies, Gold-

Ƥ�����������ǡ������������������������������������

make the brand name highly recognizable. The

Pepperidge Farm brand stands for traditional

American family core values reinforced by a

strong history and commitment to quality. They

recently launched an integrated marketing cam-

paign targeted at Pepperidge Farm’s existing

loyal customers to increase the variety of baked

products they adopt with in-store merchandise

displays and personal distribution of coupons.

Another key competitor is Sara Lee, marketed

������������������ǣ�Dz�������ǡ���ǯ������Ǥdz������

Lee describes their goods as “bakery products

that taste delicious, while satisfying a variety

of nutritional needs.” The brand is family cen-

tric, emphases helping others, whole grains,

great taste, and the strength of women, and

integrates all these aspects into their campaign

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Facebook and Twitter.

Page 3: Bringing Wonder Back

SITUATIONAL ANALYSIS PAGE 2

EXPLINATION (CONT.)

The Nature’s Own brand of sliced bread prides itself on freshness, taste, and selection – it is “made with nature’s best ingredients and free of

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Page 4: Bringing Wonder Back

SITUATIONAL ANALYSIS PAGE 3

Strengths��$GYHUWLVLQJ�WR�DQ�XQWRXFKHG�WDUJHW�QLFKH���3DVW�FRQVXPHU�OR\DOW\�WR�WKH�EUDQG Emotional attachment ����3DVW�FRQVXPHU�OR\DOW\• Price• Taste��+RVWHVV��SURGXFHU�RI�:RQGHU�%UHDG�LQ�WKH�86��VROG�WKH�FRPSDQ\�WR�)ORZHU�)RRGV�±�DWWUDFWLQJ�QHZ�FRVWXPHUV�IURP�)ORZHU�)RRGV��5HFHQWO\�SURGXFHG�ZLWK�PRUH�FDOFLXP�DQG�YLWDPLQ�'��ZKLFK�LV�HVVHQWLDO�IRU�FKLOGUHQ¶V�JURZWK�

Weaknesses��/DFN�RI�RSWLRQV• Nutritional content in comparison to others��+RVWHVV��SURGXFHU�RI�:RQGHU�%UHDG�LQ�WKH�86��VROG�WKH�FRPSDQ\�WR�)ORZHU�)RRGV�±�GUDZLQJ�DZD\�+RVWHVV�FRQVXPHUV����0RUH�OLNHOLKRRG�RI�EDQNUXSWF\�RFFXUULQJ�WKH�second time

Opportunities• One of the largest food categories in the US �5HWDLO�VDOHV�RI�EUHDG�DQG�EUHDG�SURGXFWV�DUH�H[SHFWHG�WR�UHDFK�QHDUO\�������ELOOLRQ�LQ��������,QFUHDVLQJ�FRQVXPHU�H[SHQGLWXUH�LQ�SURGXFW�FDWHJRU\��&DQ�EH�SXUFKDVHG�XQGHU�WKH�:,&�SURJUDP�LQ�most states ��,QFUHDVLQJ�QXPEHU�RI�IDWKHUV�GRLQJ�JURFHU\�shopping��³7KH�JUHDWHVW�WKLQJ�VLQFH�VOLFHG�EUHDG´• Increased consumption in spread such as jams��)HDVLELOLW\�WR�IRFXV�SURGXFW�GHYHORSPHQW�FRPPXQLFDWLRQV�HIIRUWV�RQ�NH\�FRQVXPHU�DWWLWXGHV�

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SWOT

Page 5: Bringing Wonder Back

SITUATIONAL ANALYSIS 3$*(��

INTRODUCTION

�������������������ơ�������������������������������

media to blatantly get the campaign out. These

will include ads that express our message in

mediums such as newspaper ads, TV commer-

cials, as well as Magazine ads. The fathers who

watch and read about sports and news will learn

that Wonder Bread supports their families and

attempts to make sure that they and their kids

have games (sports) and activities to play with

each other. Thus, print ads and articles about

the sponsorships of a Little League and AYSO

games in magazines like ESPN, Golf Tips, Out-

side, and Newsweek, would highlight to fathers

exactly how Wonder Bread has been involved in

making sure that their kids are active and well.

Articles in newspapers, such as The Wisconsin

State Journal, The Sacramento Bee, Ann Arbor

News, as well as local papers, would also pro-

mote the Father’s Day picnic and festivals that

Wonder Bread is hosting as well as advertising

the brand. The online publications of would

create more awareness of the brand’s events

and activities, and the TV commercials on ESPN,

FOX, CBS, ABC, ABC family, and other local news

channels, would reach fathers who are watching

their favorite team or are catching the nighttime

news.

BILLBOARD ADVERTISING

Living in the suburbs often means commuting by

car to work, school, stores, and soccer prac-

tice, making billboards a great chance for brief

exposures. After conducting primary research

in the form of one-on-one interviews with dads

with children ages 3-12, we found out many of

�������������Ƥ���������������������������������

children in the car, whether it be taking them

to soccer practice or going on road trips across

the state. With this tactic, we are reaching out

target audience when they are with our indirect

audience. Billboards often become points of fa-

miliarity along a route to work or home, and on

the way to whatever the destination is, the bill-

�����������������������������������ơ������������

of their fun childhood in addition to reminding

them to buy Wonder Bread on the way home.

MEDIA TACTICS

Page 6: Bringing Wonder Back

SITUATIONAL ANALYSIS PAGE 5

BASEBALL SPONSORSHIP

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to each other, cheering on a team with a thou-

sand other fans, attempting to catch the ball,

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becoming just as apparent as their soccer

mom counterparts, and our campaign shows

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SOCIAL MEDIA

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for consumer interaction with brands, it would

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of the brand and to capture the campaign’s

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sharing these fun memories with the world will

generate buzz online about the brand’s return

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MEDIA TACTICS

Page 7: Bringing Wonder Back

SITUATIONAL ANALYSIS 3$*(��

MOBILE ADVERTISING

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CONCLUSION

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MEDIA TACTICS

REFERENCES

Page 8: Bringing Wonder Back

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Page 9: Bringing Wonder Back

PAGE 8CAMPAIGN BOARD

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Page 10: Bringing Wonder Back

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Page 11: Bringing Wonder Back

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