Wonder Bread + USO
Blending purpose with impact to drive shopper conversion
Art Direction, Web Design, In-Store Displays, and Banner Ads
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Annually, Wonder Bread collaborates with the USO to launch the Deploy More Joy Walmart sweepstakes campaign, complete with in-store displays, targeted digital ads, and a dedicated sweepstakes website. This multifaceted initiative aims to boost sales of buns and loaves while spotlighting and supporting the USO's mission.
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For 2023, we came up with the incentive of offering shoppers the chance to win free groceries for a full year. I based the design concept and subsequent tactics on this grand prize and worked with the team to bring it to life.
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I developed the concept for the sweepstakes by focusing on the theme of abundance, showcasing Wonder Bread products spilling out of a grocery bag to emphasize the grand prize for participants. This visual idea formed the foundation for the entire campaign, which included web design, banner ads, and in-store displays.
To reinforce Wonder Bread’s brand identity, I integrated the brand’s signature polka-dot balls along with a vibrant red, white, and blue color scheme. This not only created a strong visual connection to Wonder Bread but also tied seamlessly into the USO partnership. The cohesive design approach effectively captured shopper interest and strengthened the bond between the Wonder Bread and USO brands.
Credits:
Creative Direction — Bill Biwer
Messaging & Content Strategy — Erin Johnson
Strategy — Jennifer Hallquist
Art Direction — Joanne Lundeen
Design — Hannah Shie
Production Design — Brian Krause