Box Tops For Education Expands To In-Store Bakeries

MINNEAPOLIS -- General Mills Bakeries & Foodservice here is bringing its Box Tops for Education(r) fundraising promotion to the in-store bakery to help operators drive traffic and increase sales.

To celebrate the 10th anniversary of the Box Tops for Education program, General Mills is creating a special "Super" Box Tops promotion event for the key back to school time frame.

Box Tops for Education allows consumers to clip Box Tops coupons valued at 10 cents each from more than 5 billion packages in exchange for cash for schools. The program for in-store bakeries offers peel-off stickers worth Triple Box Tops - 30 cents - on packages of specially marked bakery products.

General Mills will provide in-store bakery operators the tools they need to execute a Box Tops for Education promotion, including "Super" Box Tops stickers worth 30 cents, table toppers, ceiling danglers, shelf wobblers, counter cards and tear pads featuring Bakery Bonus Cards, which allow consumers to earn even more money for their schools.

Consumers who collect and redeem five "Super" Box Tops on the Bakery Bonus Card will double their Box Tops again, earning a total card value of 30 Box Tops valued at $3.

For the first time, General Mills is also providing operators Spanish/English communications to meet the needs of Hispanic consumers.

The in-store bakery at Cub Foods has had success with Box Tops for Education, said Pam Kermisch, director of promotion marketing, General Mills Bakeries & Foodservice, noting that the in-store bakery teamed up with grocery to execute a storewide Box Tops event at Cub Foods locations. In the bakery, Box Tops for Education promotional items were used to promote cinnamon rolls.

"During the Box Tops for Education event, Cub Foods experienced a significant sales increase in the bakery from participating items, which was phenomenal," said Brett Lein, bakery director for Cub Foods. Lein said the success of last year's execution has prompted Cub Foods to expand the Box Tops program to additional items in the in-store bakery this year.
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