National Brands Believe in Heroes

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National Brands Believe in Heroes


More than 50 brands and retailers will participate in the "Believe in Heroes" campaign through the Wounded Warrior Project (WWP), a nonprofit organization whose mission is to honor and empower injured servicemen and women through direct programs and public aid.

According to Jacksonville, Fla.-based Acosta, a sales and marketing agency in the CPG industry, Believe in Heroes will raise several million dollars for WWP from Sept. 11 through Veterans Day on Nov. 11.  The campaign encourages Americans to support the health and well-being of wounded servicemen by grocery shopping at participating retailers. Each participating brand will offer a high-value coupon in a free-standing insert that will circulate to 50 million households nationwide in Sunday, Nov. 4 newspapers.

Fifty-eight retailers – including Supervalu, Harris Teeter, Bi-Lo, Food Lion, Rite Aid, Ahold and Safeway -- and 53 brands – among them Nestle, Aleve, Clorox, Dole, Sara Lee, Welch’s and Smart Balance - have signed up to support Believe in Heroes, and more are expected to join in the coming months.

The campaign has grown substantially since its inception in 2010. Last year, more than 50 brands and 65 grocery retailers raised $3.5 million for WWP, which is also based in Jacksonville.  Shoppers can learn more by visiting the Believe in Heroes home page.

A complete list of participating brands and retailers is available here.