US: Nestle supports KaBoom kids campaign

By just-food.com | 14 April 2009

Nestle has partnered its chocolate bar brand Crunch with KaBoom!, a US non-profit children's organisation, to launch a campaign designed to "inspire children" through active play.

'Cause of Play' invites people to enter a sweepstake for a chance to win a residential ready-to-assemble playground, US$3,500 cash and the opportunity to help designate a $30,000 KaBoom! playground grant to a "deserving community".

"Parents everywhere need more moments of carefree joy watching their kids running, jumping, laughing and playing," said KaBoom! CEO and co-founder Darell Hammond. "This partnership with Nestle Crunch will help increase play opportunities for children across the country."

Nestle said it will make a donation to KaBoom!, up to $30,000, for every 'unique' donation code found on Nestle and Wonka fun-size bags and entered online, as well as an additional $70,000 donation to KaBoom! to enable the organisation to provide kaboom.org users with online project planners, step-by-step project plans, and informative webinars.

Sweepstakes began last month and end on 29 October.

Sectors: Confectionery, Multichannel, NPD & innovation, Retail

Companies: Nestle, Nestle Crunch