Snap, Crackle and Pop foster the spirit of giving



    
    Kellogg's Rice Krispies Share A Square program inspires parents, children
    to be charitable together
    

    TORONTO, Sept. 9 /CNW/ - One of Canada's all-time favourite cereals will
be at the heart of a nationwide campaign to bring parents and children closer
together and instill the spirit of generosity.
    To celebrate the 80th anniversary of Rice Krispies this fall, Kellogg
Canada is encouraging parents to foster the spirit of giving in children with
the Rice Krispies Share A Square bake sale for charity program at
www.shareasquare.ca.
    "Rice Krispies Share A Square will allow parents to create nurturing
moments with their children through the simple yet rewarding act of holding a
bake sale and directing the bake sale's proceeds to a charity of their
choice," says Alan Gravely, Vice President, Marketing, Kellogg Canada. "It's
magical to watch families look beyond their own environment and to the broader
community."
    "Every day, in many simple ways, parents have the ability to develop a
nurturing culture of giving in the home, one that can be a lifelong gift to
your children. Holding a bake sale for charity with your children is a good
and easy way to foster giving," says Harvey McKinnon and Azim Jamal, authors,
The Power of Giving. "The best gift we can give our children is to teach them
to give".

    Ingredients: Passion
    --------------------
    Kellogg's is encouraging parents and children to look to 13-year-old Cody
Clark as a source of inspiration. At the age of seven, after learning that
both his parents had cancer and after visiting his local hospital's emergency
room, Cody developed the idea for Cody's Individual Comfort Kits. The free
kits are given to young hospital patients to help make their stay a less
frightening experience. His achievements have been celebrated with numerous
accolades and awards, including the Governor General's Caring Canadian Award
(2005) and the Top 20 under 20 (2007).
    "Having a bake sale for charity is one of the easiest ways to get your
children involved in your community and foster the spirit of giving, a lesson
they will carry with them for a lifetime" says Janice Clark, Cody's mother.
"Planning and baking for a charity bake sale will also bring your family
closer together."

    Recipe for Success
    ------------------
    Families can take cherished moments in the kitchen one step further by
logging on to www.shareasquare.ca to download a free bake sale toolkit,
including posters, sales trackers, recipes, invitations, bake sale-related
articles, polls and tips on how to teach kids about the art and spirit of
giving.
    Beginning September 13, 2008 Kellogg's will have Rice Krispies Share A
Square demonstration teams at participating Wal-Mart locations nationwide.
These teams will provide families with free bake sale kits and the opportunity
to decorate treats. In addition, from September 6 to September 20, 2008, a
dollar from the sale of every box of Rice Krispies cereal at Wal-Mart will be
donated to the Children's Miracle Network up to a maximum of $25,000.
    The Rice Krispies Share A Square initiative will be supported online,
in-store and through public relations.

    About Kellogg Canada
    --------------------
    Founded in 1914, Kellogg Canada is the leading manufacturer of
ready-to-eat cereal in Canada. The company's brands include Special K(*),
Vector(*), All-Bran(*), Kellogg's Corn Flakes(*), Kellogg's(*) Two Scoops(*) Raisin
Bran, Eggo(*), Nutri-Grain(*), Rice Krispies(*), Pop-Tarts(*), Kellogg's Frosted
Flakes(*), and Froot Loops(*). In addition to providing nutritious, high-quality
foods, Kellogg Canada is committed to educating consumers about nutrition and
healthy, active living through responsible packaging, brochures, advertising
and symposia developed with the scientific and medical communities. For more
information, visit the Kellogg Canada Web site at www.kelloggs.ca.

    
    (*) (C) 2007, Trademark of Kellogg Company used under licence by Kellogg
    Canada Inc.
    




For further information:

For further information: Lores Tomé, Kellogg Canada, (905) 290-5237,
lores.tome@kellogg.com; Cathy Mitchell/Sylvia Sicuso, APEX Public Relations,
(416) 924-4442, ext 236/255, cmitchell@apexpr.com/ssicuso@apexpr.com

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