Chips Ahoy! Brings Exclusive Art to Walmart

Mondelez International’s Chips Ahoy! gave Walmart an exclusive launch window in April for the limited-edition “Follow Your Art” cookies created through a collaboration with Boys & Girls Clubs of America. The chocolate chip cookies contain blue coated candy pieces inspired by the nonprofit’s colors. The product is sold in packages designed by six teenage club members who won a nationwide contest that awarded them $2,500 each. One of the designs was only made available at Walmart, while the rest rolled out to retailers nationwide in May. At Walmart, the SKUs were stocked on an account-specific pallet display touting the exclusive design as well as a “Follow Your Art” sweepstakes that ran from April 4 to June 30. Consumers could enter by sharing a short description or photo that represented their artistic passion through CAFollowYourArt.com, Instagram or Twitter. Every entry triggered a $1 donation (up to $100,000) to Boys and Girls Clubs of America. Twenty winners won a prize package inspired by their submission valued at approximately $1,000, and 100 runners-up received a similarly customized $250 gift card. Southfield, Michigan-based Merkle administered. Chips Ahoy! promoted the SKU and sweeps across Facebook, Twitter and Instagram. The brand has committed to donating $1 million to help fund Boys & Girls Clubs of America art programs for teens through 2024. "We're proud to launch this campaign to help bring happiness to our fans – not just with our cookies, but by making a difference with one of their big passion points, the arts and self-expression – all while giving back to our communities through a great organization," Julia Rosenbloom, brand manager, Chips Ahoy! at Mondelez International, said in a media release. "The reality is that art education is being deprioritized and the Chips Ahoy! Follow Your Art program was created to help give more teens access to arts programming they need and deserve. We hope this helps more teens find their happy place." Chips Ahoy! also gave longtime Boys & Girls Clubs of America sponsor Family Dollar account-specific floorstands plugging the campaign.

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