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Quaker Oats Co. this month launches a $3 million TV, radio, print and in-store campaign for its Rice Cakes tied to breast cancer detection.

"[We] really thought we needed to find a way to enlist in a cause that spoke to our target," said Anne Kelly, brand manager. "Since breast cancer is the No. 1 killer of women 35-54, which is our core target age, we saw this as a worthy cause."

Starting April 29, the ad campaign for Quaker Rice Cakes created by Berry-Brown, Dallas, will be tagged with a message about the company's 10 cents donation to the Susan G. Komen Breast Cancer Foundation for every bag of rice cakes sold in May and June. Print ads break in May women's books.

In-store materials will use the theme, "Join us to fight breast cancer," including breast health information and a 1996 schedule for the "Race for the Cure" series, the foundation's annual fundraising race where Quaker will do sampling. Bozell Public Relations, Chicago, will handle PR; Rousch Marketing Services, Mooresville, N.C., worked on event marketing.

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