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General Mills enlists Keke Palmer for campaign
General Mills has enlisted the help of a teen actress and singer to help spread the word that better health can be achieved through a better breakfast.
Actress and singer Keke Palmer is encouraging teen girls aged 14–17 to fuel up each morning as part of the ‘I <3 BKFST' campaign.
The campaign is designed to attract the attention of teen girls and their parents or guardians. It borrows part of its name from the popular text symbol for love, which is '<3'.
I <3 BKFST not only intends to educate teen girls about the benefits of eating breakfast, but the campaign will help a foster home for girls. Teens who click 'like' on Facebook.com/IHEARTBKFST and then pledge to eat breakfast will trigger a General Mills donation of 25 cents for every pledge made through 22 December.
The pledges will prompt General Mills to donate at least $5,000, and a maximum of $10,000, to Grace House, a foster home for girls in need located in Birmingham, Alabama, US.
"Given the body of evidence supporting the benefits of breakfast – and breakfast cereal as a good choice – we're clearly giving our girls a great advantage by reinforcing the importance of the first meal of the day," said Karol Watson, vice president, Association of Black Cardiologists and I <3 BKFST spokeswoman.
Source: General Mills
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