Campbell Mithun, Wonder Bread Dream Big

CHICAGO Interpublic Group’s Campbell Mithun links Wonder Bread with kids’ dreams coming true in a new national campaign for the Interstate Bakeries’ brand.

The campaign, which includes national print and broadcast advertising, depicts children getting outrageous gifts along the theme, “Go ahead and give them what they love.”

One print ad shows a girl atop a pony in her bedroom, with the headline, “There’s a better way to give your kids what they’d love.” A television spot echoes the scenario, while another shows a young boy getting a huge stereo.

“Kids love white bread, but moms want them to have whole grain goodness,” said Stan Osman, vice president of marketing for Interstate Bakeries Corp., in a statement. “Who better than Wonder—the brand known for building strong bodies for generations and the brand that’s been only about bread for 85 years—to lead the way in introducing an innovative line of whole grain breads that provides healthy choices for the whole family.”

The spots tout the introduction of a new whole-grain product, which hit store shelves last week.

Spending on the effort was not disclosed. Interstate Bakeries of Kansas City, Mo., spent nearly $8 million on its Wonder Bread advertising last year, according to Nielsen Monitor-Plus.