Kellogg encourages consumers to 'think pink' in October

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The sales promotion, "Giving Hope a Hand," has been running in Kroger stores for the last two weeks. Other manufacturers participating in the promotion include Kraft, Pepsi, Proctor & Gamble and more. Each manufacturer donated a fixed amount of money toward a $3 million contribution used to support local breast cancer causes in communities across the country.

Kroger employee survivors are featured on the product's packaging, along with their stories, breast cancer facts and how consumers can became a part of the search for a cure.

This is the third consecutive year Kellogg has participated in this program. This year, we featured 16 different Kroger employees on 16 of our products, including Special K cereals, bars and protein bars, Nutri-Grain bars, Club crackers, Right Bites 100-calorie packs and Eggo Nutri-Grain waffles. Kroger utilized in-store displays, sales promotions and other events to help promote the program.

"In 2007, with the first program, we had three different survivors featured on six of our packages," says Benjamin Young, Associate Manager, Customer Specific Marketing. "I think the fact that we've moved from featuring three employees to 16 this year, speaks to the success of the program."

In addition to packaging, a website sponsored by Kroger – www.sharingcourage.com – provides additional information about the "Giving Hope a Hand" promotion.

"The website is an added tool that is exclusive to the Kroger program," Benjamin adds. "It features the survivors and their stories, product packages from participating manufacturers, a Wall of Hope, videos, blogs, social media and other resources."

Kroger employees are also honored by Kellogg for their willingness to share their story through special recognition events. Kellogg account managers and account executives are responsible for coordinating the events with the Kroger division offices.

"These events are a unique aspect to the promotion in that we honor the survivor with a special presentation of their packaging," Benjamin says. "The featured survivor, family, friends, and key contacts from each Kroger division, including presidents and vice presidents are all invited to attend."

Most of the recognition events are held either prior to or during the Breast Cancer Awareness in-store promotion.

"We appreciate these individuals coming forward to share their story," Benjamin concludes. "It takes a lot of courage, but with more survivors willing to share their stories, the more awareness we can bring to the cause. We all know of someone affected by breast cancer and each of us can play a part in the search for a cure."

For more information, visit www.sharingcourage.com.