Hormel Hypes Summer Reading

Hormel Foods is running a summer-long radio promo for its Kid's Kitchen microwave meals that encourages kids to read.

The effort, called School's Out Make a Splash with Kid's Kitchen, uses on-air and in-store ads sending kids to www.kidskitchenreadingclub.com to earn books for their schools. Kids save lids from the single-serve meals to redeem for books from Follett Library Resources.

Daily on-air contests give away Kid's Kitchen cool-pool packs with books, Hormel products and logoed merchandise. Hormel also sponsors station parties and news, weather and traffic reports. CRN International, Hamden, CT, handles for Austin, MN-based Hormel.

"This program is a new way for Hormel to gain trial and awareness for our products, along with letting consumers know about the company's commitment to children's literacy," said Product Manager Drew Schwartzhoff in a statement.

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