The effort includes putting images of employees who have survived the disease on packaging. The stories are also at SharingCourage.com, an interactive website dedicated to raising breast cancer awareness.
The company's annual Giving Hope a Hand campaign launched Sept. 25 with 53 Kroger associates who are breast cancer survivors appearing on marketing materials and custom packages of national-brand and Kroger-brand products. The effort includes a store-wide sales promotion offering deals on some 1,600 items including those that feature exclusive, specially marked pink packaging. The promotion represents a Kroger's partnership with brands like General Mills, Kellogg's, Kimberly Clark, Kraft, Pepsi, Procter & Gamble, Purina and SC Johnson.