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CHICAGO Kellogg Co. will link its Keebler Wheatables crackers to breast cancer awareness in a new campaign from Leo Burnett breaking in May.
Print ads appearing in May issues of women’s magazines depict wheat grass shaped in the form of a ribbon against a pink background. Body copy encourages consumers to clip pink ribbons from specially designed packages; for every five ribbons submitted, the Battle Creek, Mich., company will contribute $5 to the Komen Foundation for breast cancer awareness.
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