Keebler’s Wheatables crackers this month breaks a campaign with the Susan G. Komen Breast Cancer Foundation aimed to get women to talk about breast cancer.
Starting late this month, more than 10 million packages of four Wheatables flavors (Original, Original Reduced Fat, Honey Wheat and Seven Grain) will carry conversation tips for discussing breast cancer and breast health and information on a fund-raising promotion.
Kellogg Co., which bought Keebler last year, has a long-standing relationship with the Dallas-based Susan G. Komen Foundation. For every five pink ribbons clipped from Wheatables packages during the promotion, Kellogg will donate $5 to the foundation.
Kellogg hopes to raise $250,000 for breast cancer research with the effort, said Jenny Enochson, director of marketing communications for Battle Creek, MI-based Kellogg.
The offer also runs across 20 million packages of Strawberry and Blueberry Nutri-Grain cereal bars, Strawberry Special K bars, Original Vienna Fingers, Pecan Sandies and Double Fudge and Caramel Fudge Shoppe Clusters.
The Susan G. Komen Foundation and Keebler sponsored a Women’s Health Survey that showed a significant number of women do not discuss breast cancer, mammograms or self exams with family members of friends even though nearly half report having personally known someone with the disease. Santa Monica, CA-based Fairbank, Maslin, Maullin & Associates conducted the study in February 2003.
An ad campaign via Leo Burnett, Chicago, will appear in women’s fitness, health and lifestyle magazines including Cooking Light, People and Women’s Day through October (Breast Cancer Awareness Month). And since the survey showed that 67 percent of women do not discuss breast cancer with their mothers, a public outreach campaign is planned to coincide with Mother’s Day in May.
“This program fit with the Wheatables target audience [women ages 35 to 54] and it will not only raise money for research, but hopefully encourage women to take action and practice regular health,” said Enochson. “Crackers are a food that you can easily sit down and eat while having a conversation with someone, so that connection was there.” Chicago-based Brigandi & Associates designed the packaging and graphics.
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