The 101-year-old bread maker will have a float in this year’s Macy’s Thanksgiving Day Parade, marking the first-time ever the kitchen staple has joined the lineup. Watched by roughly 25 million viewers last year on NBC, Wonder Bread hopes that the event will remind people that the brand is still thriving despite recent consumer shifts toward private label breads and lower calorie alternatives.
Wonder Bread will participate in the parade for the next three years with the same design. A singer to ride on this year’s float has yet to been announced. Smith also said it’s the “perfect time” to remind consumers that Wonder Bread can be used in multiple Thanksgiving recipes, notably stuffing or for sandwiches with leftovers. “It’s celebrating our anniversary, but it’s also leaning into that joyful time period that works so well with our brand.