Wonder+ Olympics
Dreams Begin with Play
The Challenge:
With childhood obesity becoming a large concern for Canadian families, the brand needed to be viewed as a credible partner for families – one that provides nutritious products and has strong active living credentials. A fully integrated 12 month shopper marketing campaign leveraging Weston’s Olympic sponsorship was requested to drive incremental purchase of Wonder+ through large trade support and massive display, stealing share from Dempster’s and reinforcing the brand’s healthy living credentials.
The SmartIdea™:
BSTREET proposed ‘Dreams begin with Play’ to become our cause platform – built off the insight that through play, children can lead active lives and dream of one day standing atop the Olympic podium. The platform would not only connect with our consumers desire to build a lifetime of health for their children with proceeds of sales going to support Canadian amateur sports programs, it would also provide endless inspiration for display innovation and break through at retail.
BSTREET created a fully integrated cause related Olympic campaign with a multi-level shopper marketing plan for the BTS period. Impactful display spectaculars and tailored Olympic themed customer promotions heightened the brand’s commitment to its key customers and secured record display compliance.
Creatively Olympic imagery was combined with the Wonder+ equity of children at play bobsledding, leaping off a ski jumps and tending goal in front of a screaming crowds – images sure to ignite the dreams of children and make moms feel good about giving their children Wonder+.
The Results
When 2009 came to a close, the Wonder+ brand had activated 7 National and 22 account specific Olympic themed promotions. The Dreams Begin with Play platform resonated strongly with consumers and integrated through the line resulting in unprecedented compliance and consumer participation making it the biggest year in the brand’s history for large display activation, trade support and consumer promotions.
5800 displays representing an 86% increase in display production resulted in BSTREET winning International Gold, Silver and Best In Show Awards for their Wonder+ Olympic campaign at the Outstanding Marketing at Retail Achievement (OMA) Awards Competition during GlobalShop 2010 in Las Vegas.
Most importantly, the brand offset volume declines and outpaced the category anchored by growth during the vital BTS time frame with breads and rolls seeing double digit volume growth in all channels.