Teletoon bows brainy promo for bread

The new Wonder+ Headstart bread is behind an interactive brain workout for kids with an on-air push to a microsite promo by Teletoon.

Teletoon has teamed up with Wonder+ to launch the brand’s new bread with the Wonder+ Headstart ‘Which Side of the Brain Are You On?’ contest – a fitting name for a product that boasts Omega-3 fatty acid DHA, which aids in normal brain development.

Announced yesterday, the promo – developed by PHD Canada and Round Table Advertising – drives viewers to to discover which side of the brain they use the most by taking part in quizzes and games at the contest’s microsite. Winners get to choose a left-brain prize or a right-brain prize. The left-brain prize pack includes a computer loaded with math and science programs along with other digital tools, while the right-brain computer prize is packed with arts and music programs. Users are also given challenges to strengthen the side they use less.

The tooncaster is promoting the Which Side of the Brain Are You On? microsite on-air with a 30-second spot announcing the contest launch, as well as a 10-second sponsorship billboard and lower-third spots to encourage viewers to explore the games on the microsite.

The initiative is similar to Teletoon’s recent promo for Hasbro’s Littlest Pet Shop toys, arranged with Toronto’s ZenithOptimedia.