Boys & Girls Clubs of America and Mondelēz International


Chips Ahoy and custom sneaker designer Shoe Surgeon have teamed up in a collaboration that benefited the Boys and Girls Club of America.

Chip, the mascot behind the Chips Ahoy brand made his return to the TV screen after six years and needed new shoes to spice up his appearance. Chips Ahoy in turn created a contest for fans to send in designs for Chip's new shoe. The best submission not only had their design worn by Chip, but they also had their design created by the Shoe Surgeon was sent to them as part of the prize. 

Chips Ahoy also donated $5 up to $20,000 for every submission received as well as a base $100,000 donation to the Boys and Girls Club.

The goal of the partnership was to not only get fans involved in the design of Chips new shoe, but also stimulate creativity amongst children in the Boys and Girls Club.

Prizes included a pair of the final custom Chips Ahoy! sneakers (approximate retail value $5,000 each) or a year's supply of Chips Ahoy! Cookies. One lucky fan took home the sweepstakes grand prize: the opportunity to attend the Shoe Surgeon's design school, either in-person or virtually, for hands-on learning and behind-the-scenes look at the art of shoemaking.


Partnership Opportunity:
Boys & Girls Clubs of America/Non-Profit Organizations
Boys & Girls Clubs of America
Mondelēz International /CPG
February 1st Quarter 2021
Adults 18-24
Adults 25-34
Promotional Elements:
Branded Content
Contest / Sweepstakes
Premiums / Giveaways
Product Demonstrations / Sampling
Media Elements:
Direct Marketing
Product Giveaways
Social Media

Website and Social Media

Created On:
Last Modified on:
Companies Involved
Tony B
Tony B Vice President, Marketing Operation Homefront

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