Kroger Expands Salvation Army Effort

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Kroger Expands Salvation Army Effort

The Kroger Co. is once again supporting The Salvation Army’s Red Kettles holiday drive, which invites customers to support the campaign that provides food, clothing, toys and social services in the communities where funds are raised.

A major supporter of the Salvation Army across the United States, Kroger helped raise $10.6 million in 2008, which represents a 13 percent increase over 2007, and 8 percent of the total raised for the 2008 Red Kettle campaign.

“Our customers and associates really get behind this campaign because it helps them make a real difference in the lives of their own neighbors,” said Kroger’s group VP of corporate affairs, Lynn Marmer.

Kroger’s Indianapolis-based Central Division this year is expanding its relationship with the Salvation Army to focus on raising $1 million for the organization’s Red Kettle campaign, which, if achieved, will produce a 36 percent increase in contributions from last year’s campaign total.

The campaign, which is running in 139 of the division’s 152 stores’ Kroger, Scott’s and Owen’s stores through Jan. 1, won’t include the division’s Pay Less and Hilander banners.

“By helping the Salvation Army, we also help our associates and our customers,” said John Elliott, Kroger’s Central Division spokesman. “They recognize the value the Salvation Army provides, and both customers and Kroger associates place generous donations in the red kettles. In times of need, they always are there for us and for the local communities we serve.” Noting the division’s work with the Salvation Army throughout its marketing territory, Elliott said Kroger’s Central Division has spearheaded the largest single-day food drive in the country in Decatur, Ill., which provided Catholic Charities and the Salvation Army with $480,000 in food in 2008.

To reinforce efforts by the Salvation Army’s fund-raising volunteers this season, Kroger’s regional Midwest subsidiary will donate promotional support including:

—Stanchion signs in each local store, providing information and encouragement related to the Red Kettle campaign
—Space in print advertising in key media markets
—Time during radio advertising segments in key markets
—Kroger senior managers appearing on air to provide support of a Dec. 11-Dec. 13 Salvation Army radiothon in Indianapolis