Kroger, General Mills, Yoplait Announce Text–to–Donate Campaign

Throughout the month of October, the Cincinnati skyline will be rosier, thanks to a powerful statement Kroger is making in support of breast cancer awareness. At a special ceremony at its downtown headquarters Kroger unveiled  pink spotlights and 150-foot banners, celebrating breast cancer awareness month.

The text campaign is an added element to Kroger’s annual company-wide campaign, Giving Hope a Hand, which, in partnership with key suppliers like General Mills and Yoplait, generates $3 million to support local breast cancer initiatives in communities across the country served by the Kroger Family of Stores. The building banners announce a new text-driven donation campaign:  each time someone texts PINK to 80404, Yoplait will donate $1 – up to $75,000 – to Susan G. Komen for the Cure.

“Adding the text-to-donate channel lets customers lend their support to the cause, wherever they are,” said Keith Dailey, Kroger spokesman.  “We’re pleased to be adding this additional option to support the fight against breast cancer.”

The Giving Hope a Hand program features Kroger associates who are breast cancer survivors on customized packages of Kroger and national brand items sold exclusively in the Kroger Family of Stores. This year, 48 Kroger women share their stories of survival and hope on these specially marked packages, and on a special interactive website: www.sharingcourage.com.

In addition, Kroger will feature some of these associate survivors on local market billboards in select Kroger family towns including: Atlanta, GA; Indianapolis, IN; Detroit, MI; Phoenix, AZ; Salt Lake City, UT; Denver, CO; Columbus, OH; Louisville, KY; Nashville, TN; Houston, TX; and Cincinnati, OH.

“We are proud to be part of a campaign that supports breast cancer awareness and gives back to such a worthy cause,” said Peter Baruk, General Mills, Kroger Region – Senior Director of Sales. “With millions of Americans affected by breast cancer each year, we hope to give back to those who are in need and continue to be a part of this great program for years to come.”

Kroger’s campaign includes a store-wide sales promotion of popular items, many of which will feature exclusive, specially marked pink packaging. This year, 1,600 items, including Kroger’s own products and popular items from Kroger partners such as General Mills, Pepsi, Kellogg, Kraft, SC Johnson, Kimberly Clark, Energizer, Purina and Sargento will be marked with special pink shelf tags to highlight their participation.

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