Keebler cookie company partners with Make-a-Wish Foundation to spread magic, one cookie at a time.
The simple addition of a special QR code on packages of Keebler cookies grants consumers augmented reality access to the enchanted world of Hollow Tree, guided by Ernie Keebler, the snack brand’s mascot, and his entourage of Keebler elves. During the tour, visitors also learn about the Make-a-Wish foundation and see for themselves what kids wish for via an animation video the company has dubbed a “Dunkumentary“, as it’s about two minutes long—the amount of time it takes someone to dunk and dine on two cookies with milk. The tour concludes with an opportunity to donate to Make-a-Wish Foundation, plus more information about the Keebler line of treats.
To promote the new campaign, Keebler cooked up an omni-channel strategy that includes in-store activations like displays and shelf and cart signs, plus digital tactics like on-site ads and brand page takeovers. The company has also paired up with retail influencers to treat consumers with Ibotta coupons. It’s not the first time Keebler has coupled up with Make-a-Wish. The brand donated $750,000 towards wishes in 2020 and hopes to pack on another $400,000 in its latest campaign. It is, however, the first time Keebler has tapped into the power of QR codes, which were once considered a fad but are now seeing a resurgence as brands embrace it for pandemic-appropriate purposes like touchless commerce, touchless menus, and more.
Not only do consumers trust companies that take real social responsibility, they buy from them more than brands that don’t. Additionally, using existing content pockets, like your own brand story, to then tailor other channels is an efficient way to match consumer trends and adjust campaign execution for relevancy, according to Gartner’s key findings report on the topic. An AR view of Hollow Tree and tales of Make-a-Wish kids could inspire feelings of nostalgia, an element many consumers crave lately. As such, by reimagining the world of Hollow Tree and inviting consumers to give to a children-focused cause, Keebler has the opportunity to sweeten its relationship with fans, both new and old.