For a brand like Keebler, the mantra of “uncommonly good” was a perfect fit for a partnership with the American Red Cross.

 

Positioned as the Keebler Elves wanting to reward an “uncommonly good” act with an “uncommonly good cookie”, kits were distributed to Red Cross Blood Donation Centers across the country containing posters, placements and table tents to reinforce the importance of donating blood.

 

This program was also cross-promoted on the Red Cross and Keebler websites as well as on Facebook. By the end of the program, millions of cookies had been donated and the idea of “Be a good Cookie, Get a Good Cookie” had become closely linked to the brand.