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Carl Buddig & Co. has unveiled a new national cause marketing campaign to nourish young minds and support literacy efforts nationwide.
The Be A Reader campaign kicks off with a new Reading Is Fundamental partnership to raise a minimum of $100,000 for children’s literacy programs. In addition, an integrated marketing campaign including online and print advertising, summer and back-to-school consumer promotions, public relations and social media engagement will raise awareness of the important role reading plays in laying a foundation for future success.
The Be A Reader campaign builds on Buddig’s interest in strengthening family values by urging moms and kids to discover the joy of reading. On-pack graphics promoting the partnership will be featured on specially marked packages of Buddig lunchmeats through May 2012. Funds raised through the campaign will support RIF’s literacy education and efforts to provide free books to underserved children.
“Our brand has been nourishing young minds for more than 100 years, and we believe that reading and literacy go hand-in-hand with good nutrition to support a life-long love of learning,” said Tom Buddig, executive VP of marketing. “We’re proud to embark on this new partnership with RIF and to award this donation to benefit children's literacy and motivate families to read together.”
Consumers will be encouraged to join the Be A Reader campaign through two national consumer promotions. This summer, children and parents will have the opportunity to read a book together online and share an essay about their experience for a chance to win one of three $1,000 scholarships. This fall, families can participate in a sweepstakes for a chance to win a Scholastic book library and other prizes.
Throughout the campaign, RIF and Buddig will host local reading celebration events and book distributions to provide free books and literacy resources to young children who rarely experience the thrill of owning their own books. The campaign kicked off this month in Chicago during Children’s Book Week with an event featuring award-winning author/illustrator Jarrett Krosoczka, author of the popular “Lunch Lady” book series.
“Now more than ever, RIF is counting on strong corporate partners like Carl Buddig & Company to fulfill its mission of motivating children to become lifelong readers prepared to achieve in school and life,” said Carol Rasco, RIF president and CEO. “Be A Reader gives parents and children several ways to discover the joy of reading through engaging learning activities that make reading a fun part of everyday life.”
Homewood, Ill.-based Carl Buddig & Co. is a family-owned, privately held company managed by the third generation of the original founder, offering thin-sliced lean meats for sandwiches, snacks and recipes.
Founded in 1966, Reading Is Fundamental Inc. motivates children to read by working with them, their parents and community members to make reading a fun and beneficial part of everyday life.