Kroger Pink Tag Campaign To Raise $3 Million

Kroger stores will sell nearly 7 million pink and white Campbell's Soup cans to support Breast Cancer Awareness Month in October

The Kroger Co. is launching a new pink tag campaign in support of National Breast Cancer Awareness next month, with a goal of raising $3 million toward breast cancer research.

Starting Oct. 1, the grocery chain will display pink tags on select products in stores nationwide. Each time customers buy a pink-tagged item during the campaign, they will help support breast cancer research and awareness. Participating products include Kellogg's Eggo, Keebler and Sunshine items, Coca-Cola's Powerade and Minute Maid brands and Breyers, Ragu and Wishbone products under the Unilever umbrella. Kroger's Private Selections items will also carry pink tags, the company said.

In addition, Kroger stores will carry limited-edition Campbell's soups featuring pink and white labels with a pink ribbon. This marks the first time the Campbell Soup Co. will replace its traditional red and white labels to support breast cancer awareness. Nearly 7 million special edition cans will be available in two flavors—chicken noodle and tomato—in Kroger stores starting Oct. 1. Campbell will make a donation to benefit breast cancer awareness initiatives nationwide.

Through Campbell and other brand partners, Kroger expects to raise $3 million to support breast cancer research as part of the campaign, the company said. Cincinnati-based Kroger operates 2,477 stores in 31 states, operating as Kroger, Ralphs, Fred Meyer, Smith's and Dillons.

Other retailers will launch promotions tied to breast cancer awareness. Panera Bread is serving up pink ribbon-shaped bagels in its cafes during National Breast Cancer Awareness Month. Starting in October, Panera will donate a portion of the proceeds from each pink ribbon bagel sold to a variety of breast cancer causes, including the Susan G. Koman Breast Cancer Foundation.

For more coverage on breast cancer awareness promotions, see PROMO Magazine's October issue.

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