Rethink has been named the agency of record for Wonder Bread in Canada after winning a competitive pitch held last month.

The assignment includes all brand strategy and creative, and covers all products that fall under the Wonder Bread brand, a portfolio that includes more than 20 different breads and baked goods. Rethink’s first work with the brand is expected to debut in the first quarter of 2017.

“Wonder is a brand where the name alone immediately puts a smile on your face,” Aaron Starkman, partner and creative director at Rethink, told strategy in an email.  “It has such solid equity in childhood, fun and softness, which are all great creative springboards. We’re excited to see what we can do as the brand grows in some really interesting ways.”

The most recent major push behind Wonder Bread – which moved away from talking about nutrition in favour of focusing more on the brand as a joy-bringing “comfort food” – came in 2014 and was handled by Toronto’s The Hive.

In Canada, Wonder Bread is produced and distributed by Weston Bakeries (rights to the brand are owned by Flowers Foods in the U.S. and Grupo Bimbo in Mexico). This is the second new agency assignment Weston has announced this month, after naming Union as its agency of record for the Country Harvest brand.