Wheatables Promotes Cancer Awareness

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.

“The demographics of Wheatables crackers mirrors the audience most often impacted by breast cancer,” said Kellogg vice president Celeste Clark about the promotion in a statement.

The promotion will also include a public education initiative, “Talk about breast cancer—It’s a conversation worth having.”

Spending on the effort was not disclosed.