It’s here! The holiday season begins this Thursday with an annual tradition captured everywhere from animated series’ to classic feature films. This year the Macy’s Thanksgiving Day Parade brings the equally emblematic brand of Wonder Bread to join the celebration and make its debut with their first Parade Float. We sat down with Ashley Smith, Brand Manager for Wonder Bread, to discuss this natural union, the float design, and the expectations for the grandiose event.

The 96th Annual Macy’s Thanksgiving Day Parade will be be held on Thursday November 24th, 2022 in New York City, and televised live on NBC from 9 a.m. to 12 noon EST. It will be hosted by Savannah Guthrie, Hoda Kotb, and Al Roker with participating guest stars to include Gloria Estefan, Mariah Carey, Ziggy Marley, Joss Stone, and Jordin Sparks. The annual event will include giant balloons, cheerleaders, marching bands, Broadway performances, celebs, and floats – including the debut of Wonder Bread’s The Wondership.

HOMBRE: Why did Wonder Bread decide to participate in the Macy’s Thanksgiving Day Parade this year?
Ashley Smith: We just celebrated our one hundred year anniversary. It’s such an accomplishment, all the nostalgia and joy that Wonder has brought to America. We thought what better way to celebrate than to join the biggest celebration of the year with the Macy’s Thanksgiving Day Parade.

H: What can you tell us about this natural union between two classic brands?
AS: Both Macy’s and Wonder are such nostalgic brands. This is Macy’s ninety sixth annual parade and Wonder’s one hundred and one anniversary. Both brands have that sense of Americana. And we both celebrate that childlike wonder that takes you back to your roots.

H: Talk to us about the float itself.
AS: The float, or “The Wondership” as we’re calling it, is meant to look like an airship. It floats on those pillowy soft clouds which is very reminiscent of Wonder Bread itself. We’re known for our sliced loaf, but we also have hot dog buns, hamburger buns, all are well known for that soft texture.

H: What are your expectations for Thursday?
AS: I hope when people see the float that they will be inspired. That’s the whole idea. We hope that both young and old celebrate with us as we float through the streets of New York City for the very first time. We’ll have children on the float itself,  and adults walking alongside. I hope that everyone watching is truly inspired and gets that sense of home.

H: What makes Wonder Bread so special?
AS: There’s literally no other bread like it. Yes, there are other white breads out there but we like to say white bread is not colorful but Wonder Bread is. It’s a trustworthy brand that’s been around for over one hundred years. We’re steeped in nostalgia, you know us. We’re the same bread that your grandmother built your meals on. We want to be the in the middle of the table, we want to be there in the lunchbox. We appreciate the fact that we are there for so many families.

H: When did you join the company?
AS: Seven years ago. I worked on other brands but then focused on Wonder solely and I’m very honored. It’s such a wonderful brand.

Ashley Smith

H: And now here you are, as Spokesperson and Brand Manager for one of America’s best known labels, what advice do you have for someone to achieve such an important position?
AS: I would say continue to dream. And strive. Strive to be that better person. Whatever you want to do, just reach for the stars, reach for wonder.