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Sep 30, 2014 • By

Yoplait lights up Kroger headquarters in pink

Cincinnati’s skyline is partially pink.

Kroger kicked-off its annual Sharing Courage campaign, in partnership with Yoplait, by unveiling pink spotlights on its headquarters in the city last night, and a 150-foot promotional banner, to call attention to the start of breast cancer awareness month.

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Sharing Courage, in partnership with key Kroger suppliers like Yoplait, generates $3 million to support local breast cancer initiatives in communities across the U.S. served by the Kroger Family of Stores each year.

As part of the campaign, Yoplait is partnering with Kroger to donate $20,000 to the American Cancer Society. Yoplait and Kroger have been “Friends in the Fight” against breast cancer for five years, supporting research, detection and treatment programs.

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This year Yoplait and Kroger are asking shoppers to inspire anyone facing breast cancer by sharing a “survivor selfie” by posting a picture of themselves with a piece of paper that says how long they have been cancer free, and for friends of survivors to upload a photo with the courageous survivor in their lives.

For every picture that uses #SharingCourage and #FriendsInTheFight, Yoplait and Kroger will donate $1 to the American Cancer Society (up to $20,000) in support of their efforts to save more lives from breast cancer.

Kroger shoppers can also show their support for the campaign by supporting the brands that support the cause in stores.

“We are incredibly proud of the contributions our company, associates and partners like Yoplait make to our breast cancer awareness efforts each year,” said Lynn Marmer, Kroger Group vice president.

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“For fifteen years, Yoplait has been committed to helping millions of women fight breast cancer in communities across the country,” said Peter Baruk, senior director of Sales at General Mills. “Because of an increase in awareness and early detection, there are more than 2.8 million breast cancer survivors in the U.S. today. We are proud to be part of a campaign with Kroger that supports breast cancer awareness and donates $3 million annually to local breast cancer initiatives.”

Since 1997, our team at General Mills is very proud to have helped by raising more than $35 million dollars towards supporting this incredible effort.

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