General Mills is taking its high-profile Yoplait Save Lids to Save Lives campaign into the bread aisle, and extending its Boxtops for Education program to foodservice operators.
The annual fundraiser asks shoppers to mail in pink Yoplait yogurt lids to trigger a donation from General Mills to the Susan G. Komen Breast Cancer Foundation. This time, Mills’ Country Hearth bread will carry a “pink lid” on-pack, good for a 25-cent donation to Komen (up to $25,000). This is the first time Minneapolis-based Mills has extended the campaign to another brand.
The promo runs on regional brand Country Hearth in Florida, Minnesota, Wisconsin, Iowa, North Dakota and South Dakota through yearend via Mills’ Bakeries & Foodservice division. Yoplait’s national campaign, now in its eighth year, has donated more than $14 million to Komen.
Meanwhile, the Bakeries & Foodservice division has launched an overlay to its nine-year-old Boxtops for Education program that makes cash donations to schools that collect box tops from 800 General Mills products. The overlay lets grade school foodservice operators collect box tops from foodservice cases (not retail packages) to earn 10 cents per box top, up to $20,000 per school.
Operators go to Boxtops4education.com/foodservice to register; those who submit box tops by Feb. 28, 2006 are automatically entered in a sweeps awarding two trips to the School Nutrition Association annual conference in Los Angeles in July.
