• by Tanya Gazdik , June 1, 2021

Ferrero USA's Crunch, Butterfinger and Baby Ruth brands are launching a campaign that aims to positively impact kids' health through a partnership with Children's Miracle Network Hospitals.

To kick off the campaign, the company is reimagining its classic bar wrappers with limited-edition packaging designed by Children's Miracle Network Hospitals Champions.

Themed "Raising the 'Bar' to Help Kids," rather than relying on traditional ads, Ferrero USA is tapping the influencer marketing agency Influential to get consumers shopping.

The new packages each feature a piece of artwork drawn by various CMN Hospitals Champions, child ambassadors that advocate for children’s hospitals across the United States. The creative images on the bars are meant to represent an imaginative, fond or memorable moment in their lives

From now until Aug. 13, the company will donate a percentage of the retail purchase price from all participating products (limited-edition and regularly packaged singles, share packs and fun size bags), up to $350,000, to Children's Miracle Network Hospitals.

As part of the donation, Butterfinger has also committed to raising funds by collaborating with Extra Life, a program affiliated with Children's Miracle Network Hospitals. 

Extra Life has deep roots in the gaming community and supports over 170 hospitals across North America. Butterfinger and Extra Life will host a fundraising stream on June 3 for gamers to play Final Fantasy XIV.