United against hunger

The campaign follows on from a highly successful 2006 promotion, which exceeded their goal of R1.5 million by raising an impressive R1.8 million for charity.

The UAH initiative was conceptualised and is supported by the two companies. The non-profit organisation was formed in a bid to alleviate the impact of hunger and thereby improve the quality of life for many poverty-stricken South Africans, in particular, children.

Through its two main beneficiaries; The African Children's Feeding Scheme (ACFS) and Heartbeat, UAH feeds more than 86,000 children each month. As well as basic hunger relief, UAH further contributes to finding solutions to alleviate the cause of hunger through education, training and investing in emerging farming enterprises.

The appeal began in July and will run until September 2007. Fifty cents from the purchase of any All Gold tomato sauce, jam or canned tomato product made at Spar stores nationally, will be donated to UAH.

The goal is to once again exceed the R1.5 million target, which will be
donated to the beneficiaries of UAH as well as other charities.

The 2007 campaign is being promoted through in-store POS displays and activations run by a team of promoters, as well as on-pack stickers. To further drive awareness of the campaign, print adverts will appear in You, Huisgenoot and Drum.

Additional funds are also being generated through the sale of tattoos for children in a range of characters, which will be on sale at selected Spar stores for the duration of the campaign at a cost of R5 each.

"The overwhelming response to the 2006 campaign laid the groundwork to continue a partnership with Spar and motivate consumers to contribute to hunger relief through this Unite Against Hunger initiative," said Leon Heunis, Tiger Brands Managing Executive-Culinary.