Based upon the premise that arts and creativity foster brain development, Bounty developed and promoted a creativity space called Make-a-Messterpiece, which showcased activities in cooking, painting, music, science, nature and creative play. Bounty was featured as presenting sponsor and many projects and experiments used Bounty. It was promoted using a partnership with the Rush Philanthropic Arts Foundation, where a Rush-sponsored artist helped children in six cities create a mural called Bountyful Bridges, the unveiling of which was attended by numerous celebrities. Digital and local OOH media drove store traffic.

The partnership and promotion have been an unqualified success for Bounty. Since opening, the store has welcomed over 33,000 visitors. The Make-a-Messterpiece email club is 4,000 members strong with a healthy 32% click-through rate. Birthday parties, field trips and enrichment programmes are growing, and there is an average stay of over 90 minutes. The store launch, supported by the Bountyful Bridges program with Rush Philanthropic, has generated 753 MILLION PR IMPRESSIONS (against a goal of 250 million). In all aspects of the experience, Bounty is intrinsically linked with inspiring (and cleaning up) messy creativity with kids.