Frito-Lay’s flagship Lay’s brand is sponsoring a fund-raising campaign for the Make-A-Wish Foundation.
The national campaign, themed “Destination Joy presented by Lay’s,” dovetails with Lay’s own marketing theme, “Share the Joy.” That campaign broke in March with a fund-raising component for Make-A-Wish. Visitors to Lays.com who submitted a story of their own joyful moment triggered a $1 donation from Frito-Lay to Make-A-Wish (Promo Xtra, March 8, 2007). That effort ran through May.
Destination Joy has online, on-pack and event-marketing components. An auction on Make-A-Wish’s Web site, Wish.org, lets consumers bid on unique trips, sports experiences and jewelry. The auction began on May 14 and runs through June 14.
Packages of Lay’s chips will carry artwork from 14 kids who have been involved with Make-A-Wish. Through September, packages will have a drawing and the artist’s photo on the back. Consumers can enter the UPC from those products at Lays.com to trigger a 25-cent donation to Make-A-Wish. Frito-Lay will donate at least $300,000 (up to $345,000) through the on-pack offer.
Make-A-Wish uses PR to support the launch, hosting wish-granting events in Chicago, Dallas, Las Vegas, Los Angeles, Nashville, New York City and Santa Ana, CA.
The campaign is also supported by donations or promotions from Cold Stone Creamery, Amtrak, IndyCar Series, Shop.com, 3M and The Kaplan Thaler Group. Ice cream chain Cold Stone Creamery gives a star-shaped Destination Joy car magnet to customers who donate $2 to Make-A-Wish.
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