The Search is on for Canada's Most Charitable Family of the Year

    Breakfast Clubs of Canada and Kellogg's Team up to Inspire Canadian

    TORONTO, June 19 /CNW/ - This summer, Kellogg's Rice Krispies and
Breakfast Clubs of Canada (BCC) - a national organization that provides
services and funding to community-based school breakfast programs - are
teaming up to give families the chance to win big with the first-annual Rice
Krispies Share a Square Family of the Year contest. As a proud supporter of
Breakfast Clubs of Canada, for every box of Rice Krispies cereal and Rice
Krispies Square Bars sold(1), Kellogg's will also donate one dollar to
Breakfast Clubs of Canada up to a maximum of $100,000.

    Calling all Canadian Families!
    From now through to July 30, 2009, Canadian families are invited to visit to share both their favourite Rice Krispies recipe and
what their family is doing to give back in their community. One lucky family
will be recognized with a grand prize valued at approximately $10,000. In
addition to being the Rice Krispies Share a Square Family of the Year, they'll
win up to four roundtrip tickets anywhere Air Canada flies in Canada, $5,000
spending money and their winning family's photo, recipe and story featured
alongside Snap! Crackle! and Pop! on specially marked boxes of Rice Krispies
cereal and on
    "Breakfast Clubs of Canada is pleased to partner with Kellogg Canada on
this exciting initiative. As an organization committed to feeding thousands of
children across the country, we know first-hand how important it is for
Canadians of all ages to give back to the community," said Lisa Clowery, vice
president of development, Breakfast Clubs of Canada. "The Rice Krispies Share
a Square contest is an easy and rewarding way to encourage families to get
involved and help others."

    Instilling the Value of Sharing and Giving
    Since 2008, Rice Krispies has been spreading the message of philanthropy
through its Share a Square program which encourages Canadians to give back to
their communities and instill charitable habits in young children. Last year,
Rice Krispies invited Canadians to raise funds for a charitable cause close to
their hearts by hosting a bake sale with family, friends and community
members. This year, in keeping with the goal of encouraging nurturing moments
to share with family and friends, Rice Krispies is looking to reward an
inspiring Canadian family that has showcased dedication and commitment to
their community and exemplifies the Share a Square spirit.
    "For more than 80 years, Rice Krispies has been a familiar and much-loved
part of Canadian families' lives both at the breakfast table and during the
nurturing moments shared between parents and their children," said Alan
Gravely, vice president, marketing, Kellogg Canada Inc. "It is during these
shared moments that families come together to do great things and that's what
we're celebrating with the Rice Krispies Share a Square Family of the Year
contest, because we all know that giving back is the best gift of all."
    Living a more charitable lifestyle is easier than one might think, too.
Families can band together to help others in their community by participating
in any number of charitable activities, from completing a charity walk/run
together, to helping elderly neighbours with difficult tasks, to sorting food
at a local food bank - the possibilities are endless! Getting involved as a
family in the community is also one of the best ways to introduce children to
the values of charitable living. Sharing is a powerful way to enact positive
change on the lives of others. Not only does it teach children what can be
achieved by spending quality time together as a family, it also teaches them
the importance and joy of giving back to those around them, therefore setting
the stage for their philanthropic efforts as they grow up. Whether
volunteering at a local organization or simply welcoming a new family to the
neighbourhood, charity is a learned practice that starts at a young age.
    For more information about Kellogg's Rice Krispies and the Rice Krispies
Share a Square Family of the Year contest, please visit
For more information about Breakfast Clubs of Canada, please visit

    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

    (*) (C) 2009, Trademark of Kellogg Company used under licence by Kellogg
        Canada Inc.

    (1) While supplies last.

For further information:

For further information: to coordinate an interview with a Rice Krispies
Share a Square spokesperson, or to acquire high resolution images, please
contact: Media Hotline, Kellogg Canada, (905) 290-5416,; Cathy Mitchell, APEX Public Relations, (416)
924-4442, ext 236,

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