Smithfield launches campaign to fight breast cancer
October 01, 2007
by FoodBusinessNews.net Staff
SMITHFIELD, VA. — Smithfield Foods’ Deli Group has launched a new cause-marketing deli campaign titled "Deli for the Cure." The Smithfield Lean Generation brand of products will become a major sponsor of breast cancer research by contributing up to $250,000 to support Deli for the Cure.
This new effort will include all Lean Generation Deli items, and be highlighted on all point-of-sale materials, consumer advertising, web and public relations activities. All Lean Generation products carrying the Deli for the Cure mark will contribute 5c per lb on purchases, encouraging consumers to help support breast cancer research and awareness.
"With the launch of Deli for the Cure, the Smithfield Deli Group joins with key retailers across the country to provide consumers with a powerful way to offer support for breast cancer research, awareness and early detection efforts with their deli purchases," said Harry Tillman, the Deli Group's vice-president of business development.