Kraft Blows Past Fundraising Goal for SickKids With Help From K-Pop Community

Campaign hit over a million social media mentions in 24 hours

The spot features real families hugging the iconic Kraft Peanut Butter bears. - Credit by K-Mart
Headshot of Alissa Fleck

In heartwarming news, Kraft Peanut Butter launched a fundraising campaign for The Hospital for Sick Children (SickKids) in Canada on Wednesday—and it went viral almost instantly.

As part of the fundraiser in collaboration with ReThink and The Colony Project, Kraft agreed to donate $1 in support of food allergy and anaphylaxis research for every use of the hashtag #KraftBearHugs on social media up to $100,000. It also pledged to donate an additional $50,000 for every million shares. In a bizarre twist, the campaign got a major boost thanks to the support of the Korean pop community, hitting over one million mentions in just 24 hours.

After one Canadian fan of K-pop group BTS called attention to the fundraiser, other fans helped rocket the campaign to success, tagging friends and the band. Even William Shatner got involved.


The brand released a spot in conjunction with the campaign featuring real families of sick kids being comforted with giant bear hugs.

“The brand’s iconic Crunchy and Smoothie bears have been a fixture in Canadian homes for generations, putting the brand in a unique position to bring Canadians together through the power of a bear hug to make a difference,” said Carlos Piani, president of Kraft Heinz Canada.


@AlissaFleck Alissa Fleck is a New York City-based reporter, podcast producer and contributor to Adweek.
Publish date: June 1, 2018 https://dev.adweek.com/brand-marketing/kraft-blows-past-fundraising-goal-for-sickkids-with-help-from-k-pop-community/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT