Nature’s Own ‘Sandwishes’ campaign brings kids’ culinary wishes to life to benefit Make-A-Wish America

Nature’s Own®, the nation’s No. 1 selling loaf bread brand, is launching its new “Sandwishes” campaign through its “Slice of Hope” partnership with Make-A-Wish, turning wishes into recipes to support children with critical illnesses. The initiative is an extension of the $500,000 Make-A-Wish sponsorship Nature’s Own announced in 2025. Sandwishes is a multi-platform campaign featuring a digital cookbook filled with wish kids’ favorite sandwich recipes, like Olivia’s Bright Harvest Bacon Bite on Nature’s Own Honey Wheat. Shoppers can explore recipes, recreate them at home, and support Make-A-Wish with a click through a donation button on each recipe page.

“Nature’s Own is bringing wish kids’ imaginations to life with ‘Sandwishes’ that anyone can share, recreate, and enjoy,” said Krystle Farlow, senior director of brand management for Nature’s Own. “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.”

The integrated Sandwishes campaign is supported by a multi-platform push highlighting the wish kids’ “sandwish” creations across social channels and at point of purchase to capture consumer attention online and in the aisle.

“We’re grateful to Nature’s Own for helping bring our wish kids’ creativity to life in such a joyful, accessible way,” said Leslie Motter, president and CEO of Make-A-Wish America. “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 brand launched the Slice of Hope Make-A-Wish sponsorship last year, introducing in-store displays with a virtual “Well Wish Wall” where shoppers can submit their well wishes for wish kids to see. The Sandwishes campaign is the next iteration of this ongoing purpose-driven partnership.

Nature’s Own recently introduced a new, simpler recipe across its entire product portfolio, and refreshed its brand look to reflect its commitment to “Real. Soft. Bread.” To spread the word, the brand tapped actor and WWE superstar John Cena as the official “Breaducator.” Cena is the largest wish granter in the history of the Make-A-Wish Foundation. He holds the official Guinness World Record for granting over 650 wishes and is the most requested celebrity in the organization’s history.

For more information about the Sandwishes campaign, visit naturesownbread.com/wish.