Keebler Brand’s Make-A-Wish Partnership Features AR Exploration Of The Hollow Tree


Chicago — Consumers will be able to scan QR codes on specially marked packages of Keebler cookies to explore the brand’s iconic Hollow Tree and as part of Ferrara Candy Co., Inc.’s strategic partnership with the Make-A-Wish Foundation. The AR experience, which the company says is the first in the brand’s history, includes various touchpoints to learn more about Make-A-Wish with Ernie and the Keebler Elves as guides. There is also an opportunity to click to donate to Make-A-Wish and details about the Keebler line.

Ryan Nolan, brand manager, Keebler, says the program builds on the foundation the company set at the start of the partnership in 2020. “We were inspired by the kids that benefit from Make-A-Wish and their stories and we wanted to do our part to contribute to the cause. Creating moments of joy and magic is central to what Keebler stands for, and so generosity is at the heart of the brand. Support like Keebler’s gives wish kids with critical illnesses, renewed strength. Because of this, we wanted to bring the partnership to life for a second year.”

The virtual experience includes details of wish kids’ stories including one child’s story brought to life via an animation video the company has dubbed a Dunkumentary, which Nolan says is nearly two minutes in length — about the average time it takes someone to eat two cookies with a glass of milk.

“With Ernie and the Keebler Elves we’re able to bring the magic of Keebler into the world of Make-A-Wish and the brand ethos of creating moments of magic and joy is in line with the impact that Make-A-Wish has through its work to help children in need, so it was a perfect fit,” says Nolan of the partnership. 

The company is rolling out an omni-channel shopper retail experience across the grocery channel through both in-store activations such as displays and shelf and cart signage, as well as digital ecommerce tactics. “We also amplify the Make-A-Wish messaging via retailer ecommerce amplification through on-site ads and brand page takeovers to drive awareness and sales,” says Nolan.

Keebler is partnering with The Kroger Co. in Houston and Publix Super Markets, Inc. in Atlanta, Miami and Tampa Bay to select kids who will have their wishes granted. “Together, we will be able to grant a total of four wishes. We select the wishes based on which kids have been challenged with the most adversity. It will be a hard task as there are many deserving children out there!” Nolan points out.

In addition, Keebler is working with retail influencers to create consumer advocacy for the Make-A-Wish partnership, and offering Ibotta coupons to amplify the campaign and provide a digital incentive, Nolan explains.

The program, which runs from February 22 through the end of April, is featured on packages Fudge Stripes, Chips Deluxe Rainbow, Chips Deluxe Original, Pecan Sandies, Coconut Dreams and Vienna Fingers, as well as on in-store displays and ecommerce Amazon packs.

In 2020, Keebler donated $750,000 towards granting wishes through Make-A-Wish and plans to contribute an additional $400,000 as part of this program.