Concept for social marketing campaign Puzzle of Wishes. With the Puzzle of Wishes Tour in 2009 Krüger focussed on child poverty as one of the major issues of our time. More than 2.5 million children in Germany were dependent on welfare or living below the poverty line.From July 26th to September 6th, 2009 we sent a promotion team and eleven oversized puzzle-pieces on to a great journey visiting entertainment parks, zoos and other family hotspots across Germany.

The puzzle pieces were supposed to be signed and painted with wishes of children to benefit their best friends or people otherwise important to them. Celebrities like Roger Moore or RTL Television host Birgit Schrowange supported the campaign and signed the puzzle to also help Krüger with supporting the child aid organization “Die Arche”.On the website www.krueger.de a twelfth piece of the puzzle was digitally revealed for all children who could not make it to one of the tour destinations.

An independent jury chose the 15 most beautiful and heart-warming wishes which were then fulfilled by Krüger.

Furthermore Krüger donated five cents from every sold pack of the product Trink Fix to the children's aid project Die Arche during the promotional period. The money that was generated supports the development of new homes for Die Arche. Krüger donated 200.000 Euro in 2009 and overall has already donated one Million Euro to Die Arche.

Twelve cities were strategically chosen and the tour schedule was planned as following: 26.07.2009 (Cologne), 04.08.2009 (Soltau), 05.08.2009 (Hamburg), 07.08.2009 (Magdeburg), 08.08.2009 (Leipzig), 09.08.2009 (Dresden), 11.08.2009 (Würzburg), 12.08.2009 (Zirndorf), 13.08.2009 (Erding), 15.08.2009 (Leverkusen), 16.08.2009 (Bottrop), 06.09.2009 (Bergisch Gladbach).

A large family event took place as a closing party including the revelation of the puzzle which was put together after all 11 pieces returned from their destinations. Also the amount of Krüger’s donation was announced and a cheque was handed over to Die Arche by Krüger CEO Willibert Krüger.

The programme of the event called Family Party included live animals, circus shows, a bouncy castle, face painting, music and bands live on stage.

During the nationwide campaign in 12 German cities more than 10,000 children signed the pieces of the Puzzle of Wishes with wishes for their best friends or people important to them.

Krüger donated an amount of 200.000 Euro; this has been generated through sales of the Trink Fix product during the campaign period to Die Arche.

In summer 2010 a brand-new Arche House will open its doors in Cologne built on the pillars of Krügers dedication.

Krüger as a company benefitted from impressively higher sales figures of Trink Fix, an enormous increase of brand awareness and a wide awareness for Krüger’s dedication in taking over social responsibility.