Kraft Peanut Butter hopes to raise $100,000 for the Hospital for Sick Children (SickKids) through a new social media-driven campaign. The campaign, which kicks off May 31 and winds up June 5, will rally Canadians to send 100,000 “bear hugs” by tagging friends in the #KraftBearHugs video on Instagram and Facebook, and for every use of #KraftBearHugs on Twitter. For each “hug” the company will donate $1 to the hospital, to a maximum of $100,000.
“Partners like Kraft help to support many of our incredible research programs,” said Seanna Millar, senior vice president of Corporate and Community Partnerships, SickKids Foundation. “This program is part of Kraft’s initiative to support our Food Allergy and Anaphylaxis program and the mission to find a cure within the next decade.”
This campaign builds on the momentum generated by the “BearHugs” campaign Kraft Peanut Butter ran during the 2017 Christmas holiday season. Two huge stuffed bears were set up, one in Toronto and one in Vancouver, and people were able to connect with friends and family members on the other side of the country by hugging the bears at the same time and seeing each other on screen.
A video of that campaign can be viewed here.