INTERNATIONAL NEWS: General Mills hires Cone to support charitableconsumer campaigns

MINNEAPOLIS: Cone has been chosen to support two well-known General

Mills fundraisers: Box Tops for Education, and Yoplait's Save Lids to

Save Lives.

For Box Tops for Education, Cone will announce the school fundraising

program has reached its sixth year and $50 million in donations.

The program raises funds for primary schools, grades K-8, nationwide.

General Mills pays 10 cents per box top submitted, up to a maximum of

$10,000 per school.

Schools determine how to allocate the earned funds. The program impacts

all General Mills cereals, Betty Crocker products, Yoplait Yogurt

multipacks, as well as a variety of snack and food-service products.

Cone will also work to build awareness of the Save Lids to Save Lives

promotion. Now in its third year, program participants send in pink lids

on Yoplait containers. For every lid received, Yoplait gives ten cents

to the Susan G. Komen Breast Cancer Foundation, up to a maximum donation

of $500,000. In 2000, Yoplait donated more than $1 million

through the Save Lids program.

Kim Olson, Yoplait director of PR, said, "We chose Cone as our partner

with Box Tops for Education and Save Lids to Save Lives because of their

deep expertise in cause branding and marketing public relations."

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