For the fourth year in a row, Kroger headquarters will illuminate the Cincinnati skyline in pink in celebration of breast cancer awareness. At a special ceremony at its downtown headquarters this morning, Kroger kicked off its annual Giving Hope a Hand campaign by unveiling pink spotlights and a 150-foot promotional banner to call attention to the start of Breast Cancer Awareness Month tomorrow.
Giving Hope a Hand, 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. As part of the campaign, Yoplait is donating $50,000 to Susan G. Komen on behalf of Kroger. In addition, customers can show their support by downloading a digital pink ribbon to their shopper’s card at Kroger.com. When one million ribbons have been downloaded, all Kroger communications will go pink.
“We are incredibly proud of the contributions our company, associates and partners like General Mills and Yoplait make to our breast cancer awareness efforts each year,” said Lynn Marmer, Kroger group VP.
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. Their stories of survival and hope are featured on specially-marked packages and at www.sharingcourage.com.
“For 15 years, General Mills has been committed to helping millions of women fight breast cancer in communities across the country,” said Peter Baruk, senior director of sales at General Mills. “We are proud to be part of a campaign with Kroger that supports breast cancer awareness and donates $3 million annually to local breast cancer initiatives across the country.”
Kroger’s campaign features storewide sales promotions on popular items, many of which will feature specially-marked pink packaging. This year, 1,600 items, including Kroger’s own products and and branded products from Energizer, Frito-Lay, General Mills, Jimmy Dean, Kimberly Clark, Kraft, Nestle, Pepperidge Farm, Pepsi, Purina, Sargento, Snapple, and SC Johnson will be marked with special shelf tags to highlight participation. The full list of partners can be viewed here.