Betty Crocker Stirring Up Wishes

Cause Branding

OVERVIEW

In 2009, Betty Crocker enlisted the help of Cone to develop a cause marketing program that would reach the company’s target consumers and drive sales of individual Betty Crocker products. Forging a partnership with the Make-A-Wish Foundation, Cone developed Stirring Up Wishes™, Betty Crocker’s new multi-year cause marketing program to bring magic to the lives of Make-A-Wish kids.

PROGRAM ELEMENTS

Launched in March 2009, the Stirring Up Wishes campaign, a 12-wishes-in-12-weeks program, was designed to give online voters the opportunity to choose their favorite Make-A-Wish chapter to receive funding for one of the wishes for a Make-A-Wish kid. Cone provided strategic counsel, including the development of StirringUpWishes.com, the Betty Crocker sponsorship of seven Make-A-Wish chapter events, media outreach to parenting, food and cause blogs and the creation of the Stirring Up Wishes messaging on select cake mixes and frosting packages.