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For the sixth consecutive year, The Kroger Co., in partnership with key suppliers, has committed $3 million in donations for local breast cancer initiatives across the country to support National Breast Cancer Awareness month in October.
At the end of this year, Kroger will have donated more than $21 million to support breast cancer research, education and services since Giving Hope a Hand began in 2006.
Kroger received a 2012 Gold HALO award from the Cause Marketing Forum for the company’s annual Giving Hope a Hand campaign. The effort, which kicked off in stores Sept. 23, features 48 Kroger associates who are breast cancer survivors on marketing materials and custom packages of national and Kroger corporate brand products. These women share their survivor stories on the packaging of select items sold exclusively in Kroger's family of stores.
Kroger associate Janie Weber, who works as a front end/floral clerk for the Dillons Division in Newton, Kan., is featured this year on Kroger bottled water.
“The Kroger family applauds the willingness of our associates to share their personal stories as breast cancer survivors,” said David B. Dillon, Kroger chairman and CEO. “Their participation in this unique campaign inspires, educates and offers courage to our customers and other associates who are affected by this disease.”
Kroger customers, associates and their friends are encouraged to show their support and encouragement through the grocer’s Sharing Courage online community, where they can post words of encouragement for a loved one or the community at large on the Wall of Hope, on the website or Facebook page.
Kroger’s campaign features 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 including Energizer, Freschetta, General Mills, Greenlite, Kellogg’s, Kimberly Clark, Kraft, Pepsi, Purina, Sargento and SC Johnson will be marked with special shelf tags to highlight participation.
Cincinnati-based Kroger operates 2,425 supermarkets and multidepartment stores in 31 states under two dozen local banner names including Kroger, City Market, Dillons, Jay C, Food 4 Less, Fred Meyer, Fry’s, King Soopers, QFC, Ralphs and Smith’s.