Wonder Bread-commissioned research found that 60% of English-speaking Canadians prefer triangle-cut sandwiches, leading the brand to declare itself “The Official Bread of Triangle Sandwiches” in its new campaign.

The Angus Reid Institute research also revealed 54% prefer a diagonal versus a rectangular cut for appearance, 31% for nostalgia, 17% for maximizing bites and 14% for taste. While informed by the data, the campaign ultimately “aims to drive brand love and brand preference,” according to Angela McInenly, head of marketing and brand development at Wonderbrands.

“Sparking conversations and debates around triangle-cut sandwiches drives consideration and trial for Wonder, especially among category switchers who shift across multiple brands in the category,” McInenly tells strategy. “The best way for people to reach a verdict is to try it out themselves. The back-to-school season is a very timely and relevant period for this campaign as creating sandwich creations for lunchboxes is at its peak.”

“Triangles give you more sandwich filling per bite. A triangular sandwich has two 45 degree corners that allow you to bite much further towards the middle on your first two bites, where there is more filling,” Wonder Bread, which is owned by FGF Brands, said in a press release, citing studies from BBC Science Focus.

Last year, Wonder leaned into the enduring popularity of its flagship bread brand with a campaign that’s all about its place in popular culture. Called “It Starts With Wonder,” the creative was developed with partner Rethink and featured an array of creations that span everything from paintings to recipes to clothing for pets.

This year, Wonder Bread is continuing to “build on that emotional connection, leveraging nostalgia, and reinforcing Wonder Bread’s position as the undisputed choice for everyday bread creations,” McInenly says. “With our declaration as ‘The Official Bread Of Triangle Sandwiches,’ we are rallying people to join the age-old debate.”

To reaffirm its pro-triangle stance, Wonder Bread is changing up the primary coloured bubbles on its packaging for triangles.