As a result, hundreds of thousands of servings of milk were donated to families in need through Feeding America food banks, according to Victor Zaborsky, vice president of MilkPEP.
The results even exceeded last year's Hunger Action Month totals, he
As the pilot for c-store participation in The Great American Milk Drive, Circle K
launched its "Milk For Kids" program on Sept. 1 to coincide with MilkPEP's campaign.
Through Sept. 30, the program took place at more than 600 Circle K
and Kangaroo Express stores in Georgia, North Carolina, South Carolina and Tennessee, where donations were collected through in-store checkout programs.
By developing Milk For Kids in conjunction with The Great American Milk Drive, Circle K
was able to take advantage of the support and materials provided by MilkPEP
, while customizing its activation to build awareness for its own program, Zaborsky
"Circle K's large, coordinated effort paid off, impacting each local community.
Beyond their efforts to engage customers to participate, Circle K
leveraged their relationships with their business partners like Pepsi Bottling Co. and Bon Appetit for contributions, resulting in more than 600 additional gallons donated to the program," he
"Local milk companies who serve Circle K
and Kangaroo Express stores in the Southeast region supported the effort as well, including Dean Foods which donated 500 gallons to the cause.
The passion these stores had to make a difference really showed with their amazing results."
worked with local radio stations to host remote broadcasts on-location at stores in four key markets to engage customers and encourage listeners to donate at their local Circle K
or Kangaroo Express store.
"Additionally, Circle K
generated local media coverage to spread awareness of the need for nutritious milk in food banks and inform communities that they could help deliver gallons of milk to families in need in their community with a donation of as little as $1, $3 or $5.
These efforts expand the reach of this program activation far beyond the store itself," Zaborsky
Achieving success with this c-store pilot, MilkPEP
is now looking forward to exploring long-term opportunities with Circle K
, as well as other c-store operators.
"Based on the success Circle K had in activating The Great American Milk Drive, we're eager to explore partnerships with other convenience stores to engage their shoppers with this relevant, local cause that helps kids and at the same time drives sales," Zaborsky