AMELIA ISLAND, Fla. — Kroger Co. later this month will unveil a chainwide promotion for a new Grain Foods Foundation (GFF) initiative that aims to benefit the nation’s food banks.
The initiative was formally launched here during the American Bakers Association Convention. Another partner in the program is Food Network host Ted Allen.
The program encourages consumers to create online “bread art” that will lead to a $1 donation to Feeding America for each piece of art created, up to a $50,000 maximum, said Kristin Lamas Patterson, vice president and account director at Mullen, a public relations agency working on the program for GFF.
Consumers can access the Bread Art Project at gowiththegrain.org, where they can use a digital slice of bread as an online canvas or upload their own art.
Kroger will promote the effort in some 2,500 supermarkets through floor decals in the commercial bread aisles of its stores from mid-April through mid-May, Patterson said. A Kroger executive involved in the effort was not immediately available for comment.
The GFF promotes the nutritional role of grain-based foods and recently unveiled the new slogan “Go With The Grain.” It is also pursuing social media efforts on Facebook and Twitter. Feeding America is a leading domestic hunger-relief organization.
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