Wonder Bread Canada teamed up with Genumark to tackle a fun challenge: create a standout piece of merchandise that would be the star of a social media campaign. The goal? To get people excited about their summer buns campaign on Instagram. The merch needed to capture the brand’s playful vibe and get followers talking about their favourite Wonder Bread products.
This campaign was all about engaging Wonder Bread’s Instagram followers—about 7,000 dedicated fans. The plan was to grab their attention with a fun contest, using the merchandise as a prize and a way to boost brand recognition.
Wonder Bread had a few must-haves for the merchandise:
- Summer Theme: The item had to scream summer, fitting right in with the campaign.
- Bright and Fun Colors: It needed to match the brand’s vibrant and playful look.
- Functional Design: There had to be enough room for coupons, making it practical and fun.
- Sustainability: It had to be eco-friendly, in line with Wonder Bread’s focus on reducing waste.
Genumark came up with a custom rPET hip pack made from recycled bottles, hitting the mark on sustainability. Headed up by Reba Joy, the project was made extra special thanks to some thoughtful details:
- Interior Branding: They got creative with the branding, putting most of it inside the hip pack’s liner, with a subtle Wonder Bread icon on the outside.
- Colour Matching: They carefully matched the buckle, zipper, and strap colours to Wonder Bread’s brand palette.
- Eco-Friendly Materials: Only recycled materials were used, giving Wonder Bread an eco-friendly choice without any compromises.
In the end, this level of customization ensured the hip pack was practical and a true reflection of the Wonder Bread brand.
The hip pack was chosen because:
- Customization: The bag’s colour, strap, zipper, and liner could all be fully customized, making it a perfect fit for Wonder Bread’s branding.
- Sustainability: Using recycled materials supported Wonder Bread’s green initiatives.
- Practicality: The hip pack was not only trendy but also highly functional, ensuring that people would use it regularly, thereby keeping the Wonder Bread brand visible in their daily lives.
The hip packs were distributed in three batches as part of an Instagram contest. Genumark handled warehousing and drop-shipping, ensuring smooth delivery to the contest winners.
The campaign was a hit, with 125 hip packs sent out and a lot of buzz generated on Instagram. The posts featuring the hip pack got plenty of likes, comments, and shares, showing strong engagement. A year later, a Loblaws buyer mentioned how the hip pack became a favourite in their household, particularly for their child, who loved it. (Check out the original Instagram post here!)
This feedback underscored how the hip pack, far from being just a promotional item, had become a cherished accessory that kept the Wonder Bread brand at the forefront of people’s minds.
The Wonder Bread Canada x Genumark project is an excellent example of how thoughtful design, sustainability, and creativity can create a successful promotional campaign. The rPET hip pack not only met the campaign goals but also left a lasting impression on the recipients, making the Wonder Bread brand part of their daily lives in a fun and meaningful way.
