Wheatables Crackers Launches Campaign To Raise Funds For Breast Cancer And To Stimulate Conversations Among Women About The Disease
Apr 14, 2003
Wheatables Crackers Launches Campaign To Raise Funds For Breast Cancer And To Stimulate Conversations Among Women About The Disease

Initiative Includes Partnership with Susan G. Komen Breast Cancer Foundation

Today Wheatables crackers announced the launch of an integrated campaign to raise funds for the breast cancer cause and to help encourage regular conversations among women about breast health activities. The initiative, the first of its kind for Wheatables crackers, includes an advertising campaign, special Wheatables crackers' packaging, donation opportunities for consumers, and a public education component called "Talk About Breast Cancer - It's a Conversation Worth Having."

Beginning April 27, Wheatables crackers will make donations to the Komen Foundation when consumers clip pink ribbons from specially designed Wheatables crackers' boxes. Box side panels will also feature "conversation starters," tips for encouraging discussion and practice of regular breast health activities among women. The campaign is slated to raise a minimum of $250,000 to support breast cancer research, programs and services. Print ads will begin appearing in May 2003 issues of major national magazines such as Women's Day and People.

The public education initiative, "Talk About Breast Cancer - It's a Conversation Worth Having," will be launched in May and was created in response to a national survey co-sponsored by Wheatables crackers and the Komen Foundation. The survey shows a vast majority of women do not discuss breast cancer risk with each other or loved ones, despite a close personal experience with the disease and a one in eight chance of developing it within their lifetimes.

"The demographics of Wheatables crackers mirrors the audience most often impacted by breast cancer," said Celeste Clark, Kellogg vice president. "Kellogg Company has been a long-time supporter of the fight against breast cancer, and we feel it is important to not only raise money in support, but to also encourage conversations about the disease because early detection is so critical to survival."

The public education effort includes broad distribution of the survey results; celebrity "conversation" roundtables in select cities; a redesigned Wheatables crackers' Web site with campaign information and tips; Komen Web site chats with health professionals; and Wheatables crackers' sponsorship of select local Komen Race for the Cure® events.

Wheatables crackers were created in 1988 as an alternative to fried snacks. The baked, lightly sweet and crunchy crackers are made with whole grain and are available in four flavors: Original, Original Reduced Fat, Honey Wheat and Seven Grain.

With 2002 sales of $8.3 billion, Kellogg Company (NYSE:K) is the world's leading producer of cereal and a leading manufacturer of convenience foods such as cereal bars, frozen waffles, toaster pastries, cookies and crackers. The company also produces natural and vegetarian foods. Founded in 1906 and dedicated to providing nutritious and tasty foods, Kellogg has manufacturing facilities in 19 countries and sells its products in more than 180 countries. Kellogg brands include Kellogg's, Keebler, Pop-Tarts, Eggo, Nutri-Grain, Cheez-It, Morning Star Farms, and Kashi. For more information, visit Kellogg's Web site at www.kelloggs.com.