MARTIN'S AND KRAFT JOIN FORCES TO PROMOTE 'HEAT FOR HOMES'

SOUTH BEND, Ind. -- Martin's Super Markets here and Kraft Foods have teamed up in a week-long grocery promotion to help local residents heat their homes this winter.The Northfield, Ill.-based manufacturer donated 10 cents to Martin's "Heat for Homes" program for every Kraft product purchased at the chain's 13 stores during a one-week period last month, reaching its goal of $5,000, according to John

SOUTH BEND, Ind. -- Martin's Super Markets here and Kraft Foods have teamed up in a week-long grocery promotion to help local residents heat their homes this winter.

The Northfield, Ill.-based manufacturer donated 10 cents to Martin's "Heat for Homes" program for every Kraft product purchased at the chain's 13 stores during a one-week period last month, reaching its goal of $5,000, according to John Beissel, Martin's vice president of merchandising, advertising and marketing.

In its circular, Martin's put its "Heat for Homes" logo in a box next to pictures of Kraft salad dressing and marshmallow creme. "We identified in our ad that Kraft was participating," Beissel said.

The Kraft promotion was just one part of Martin's "Heat for Homes" campaign, which it holds annually from November through February, Beissel said.

"The money goes to people who are having trouble meeting their fuel bills," he explained. "As customers go through checkout, they can drop their change in a bucket. For every dollar collected from our customers, we match that up to a total of $10,000."

Martin's promotes "Heat for Homes" in TV and radio spots, in its circular and in-store. "We have logos, big posters and signs up, and we have in-store announcements that carry the radio spot," Beissel said.

Last year, Martin's raised a total of $31,000, and it has generated about $350,000 altogether for the program since starting it in 1989, he said. "It's been extremely successful. Our customers support it constantly, and as long as they support it, we're going to support it."