Campbell's 'Labels for Education' Teams With Post
Post Foods LLC, a division of St. Louis-based Ralcorp Holdings, will become a participating partner in Campbell Soup Co.’s long-running “Labels for Education” (LFE) program. The addition of the cereal maker’s more than 40 well-known brands, which include Honey Bunches of Oats, Pebbles, Post Shredded Wheat and Post Raisin Bran, comes in the wake of previously revealed partnerships with Pop Secret popcorn and BIC stationery products.
Going forward, all Post brands will carry the LFE insignia on their packaging to publicize participation in the program.
The new partnership “expands the reach of the Labels for Education program into the cereal aisle, and provides LFE participants with a new way to earn points that can be redeemed for arts, athletics and academic materials for their schools,” explained Mike Salzberg, president-Campbell Sales Co., a division of Camden, N.J.-based Campbell Soup Co. “In this economy, people are looking for ways to stretch budgets, and [leveraging] LFE [can help them] to do just that. In January, people will see this new partnership promoted in newspapers across the country, and in many markets, they will be able to easily participate in the program, thanks to our new E-Labels initiative.”
Post brands with Labels for Education logo are slated to land on store shelves beginning in February.
Since its inception in 1973, LFE has provided more than $110 million in school supplies and educational materials to help support thousands of school programs in the areas of arts, athletics and academics.
In recent years, LFE has recruited several programming partners, among them Safe America, Harlem Globetrotters Character Building and the GRAMMY Foundation, to augment its educational offerings.