Wonderbrands is leaning into the enduring popularity of its flagship bread brand with a new campaign that’s all about its place in popular culture.

Called “It Starts With Wonder,” the creative was developed with partner Rethink and features an array of creations that span everything from paintings to recipes to clothing for pets.

“Great ideas start with Wonder. Fans know this, and have been making their own Wonder-inspired creations for years,” explains Angela McInenly, director of marketing at Wonderbrands. “This is the biggest brand relaunch we’ve ever had in Canada, so we wanted to do something big that showcased these longstanding expressions of love.”

More than 30 of the creations are featured prominently, both as part of the campaign creative and through a microsite that incorporates everything from links to purchase Wonder-inspired art and clothing to recipes that incorporate Wonder’s bread. All of the proceeds from the links go directly to the creators featured.

“Since there are already so many fans out there making amazing things inspired by Wonder, all we had to do was give them a platform,” explains Zachary Bautista, creative director at Rethink. “We’re using what already exists to showcase love for the brand, and our own iconic place in culture.”

The campaign is anchored by a 30-second hero spot airing on TV and OLV, which showcases the many different ways people have incorporated Wonder into their passions – everything from paintings to dog costumes to a Nascar Pinty’s Series racecar. That spot is supported by shorter social ads, as well as paid influencer and sponsored content placements.

The campaign will be in market until Nov. 5. Along with the creative, Rethink handled the strategy and PR for the effort. Society and Dentsu managed media.