Sandwishes mixes food with purpose

The campaign centers on a digital cookbook featuring recipes created by wish children

Nature's Own has launched the Sandwishes campaign as part of its Slice of Hope partnership with Make-A-Wish, inviting consumers to explore sandwich recipes inspired by children supported by the charity.

The campaign builds on the bread brand's Make-A-Wish sponsorship announced in 2025 and centres on a digital cookbook featuring recipes created by wish children. Each recipe page includes an option for visitors to donate to Make-A-Wish.

Campaign combines recipes and fundraising

According to Nature's Own, the Sandwishes campaign will be promoted across digital channels and in-store displays, highlighting the recipes and encouraging consumer participation.

Krystle Farlow, senior director of brand management, Nature's Own: "Nature's Own is bringing wish kids' imaginations to life with 'Sandwishes' that anyone can share, recreate and enjoy. These recipes are not only a window into Make-A-Wish kids' imaginations, but a perfect way for parents to better understand what their kids will enjoy as well."

Partnership continues with new activation

Leslie Motter, president and CEO, Make-A-Wish America: "We're grateful to Nature's Own for helping bring our wish kids' creativity to life in such a joyful, accessible way. Through the Sandwishes campaign, families can connect with the imagination behind each wish while helping Make-A-Wish deliver hope and joy to children with critical illnesses. Partnerships like this make it possible for us to reach more children and families with the life-changing power of a wish."

The Sandwishes initiative follows the launch of the Slice of Hope partnership, which introduced in-store displays featuring a virtual Well Wish Wall where shoppers could submit messages for children supported by Make-A-Wish.

John Cena supports brand campaign

Nature's Own also recently introduced an updated recipe across its bread portfolio and a refreshed brand identity. As part of that campaign, the company appointed actor and WWE performer John Cena as its Breaducator. Cena has granted more than 650 wishes through Make-A-Wish and holds the Guinness World Record for the highest number of wishes granted by an individual.

www.naturesownbread.com

www.wish.org

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