For the sixth consecutive year, The Kroger Co., partnering with suppliers such as Energizer, Glade and Ziploc, has committed $3 million for local initiatives across the country that support National Breast Cancer Awareness month in October. Kroger received a 2012 Gold HALO award from the Cause Marketing Forum for the company’s annual Giving Hope a Hand campaign.
By year’s end, Kroger will have donated more than $21 million to support breast cancer research, education and services since its Giving Hope a Hand program began in 2006.
This year’s effort kicked off in stores on September 23 and features 48 Kroger associates who are breast cancer survivors and who share their stories on marketing materials. The survivor stories can also be found at www.sharingcourage.com, an online community dedicated to raising breast cancer awareness. There, visitors can show their support, post comments and link to the Sharing Courage Facebook page.
It also includes the sale of product dedicated to supporting the breast cancer initiative developed by Kroger national brand partners in the effort as well as the retailer’s own private label operation. Many of the products will be marked with exclusive pink packaging.