Creative Convergence

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

Campaign hit over a million social media mentions in 24 hours

kmart-bear-pb-CONTENT-2018 — The spot features real families hugging the iconic Kraft Peanut Butter bears. K-Mart

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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.