ASHLAND, OHIO — Archway (Nasdaq: LNCE) hopes to make summer even sweeter with a summer campaign called “Share the Goodness” to help children experience the joy of a good book. Archway is partnering with First Book to donate at least 10,000 new books for children of low-income families. The new books include favorite children’s books such as The Cat in The Hat or The Very Hungry Caterpillar — or for older children, popular books such as Diary of a Wimpy Kid.
The Archway and First Book partnership runs from June 1 to July 15, 2011, and includes a four week in-store component during which time Archway will donate a portion of the proceeds ($.10 per cookie package) from the purchase of any of its 20 everyday varieties to First Book with a maximum donation of $23,000. For nearly 20 years First Book has been providing new books to children in need, addressing one of the most important factors affecting literacy — access to books.
“Reading and book clubs are such a popular pastime among Archway consumers, so we searched high and low to find the right partner to help our consumers share the joy of reading with others,” said Archway Brand Manager, Holly Patterson. “With more than 30 million children in the United States living in low-income households, many with no books at home, we are thrilled to join First Book in its efforts to provide new books to children in need in an effort to improve literacy.”
In addition to the First Book partnership, the campaign includes two additional elements: a virtual book drive for employees of Snyder’s-Lance, Inc. the parent company of Archway, and an online, viral effort where consumers can nominate a friend or family member to win an Archway® Goodness Package.
Consumers can visit www.archwaycookies.com/sharethegoodness/ to nominate someone who could use a little goodness or to thank someone who is always doing good deeds for others to win an Archway® Goodness Package. The packages will be filled with Archway® cookies, a glass Archway pitcher and cookie platter to share their Archway® cookies with family and friends.
Archway offers more than 20 varieties of everyday cookies that are full of homemade goodness — from the recently launched Peanut Butter, Shortbread and Triple Chocolate varieties to classic favorites such as Molasses, Frosty Lemon, Windmill and Oatmeal. For more than 75 years consumers have trusted Archway to offer cookies that smell, look and taste like they came fresh from your oven. For more information about Archway or the Share the Goodness campaign, please visit www.ArchwayCookies.com or the Official Archway Facebook fan page (for coupons) at www.Facebook.com/Archwaycookies.
About First Book
First Book has distributed more than 80 million books and educational resources to programs and schools serving children from low-income families throughout the United States and Canada. By making new, high-quality books available on an ongoing basis, First Book is transforming the lives of children in need and the elevating the quality of education. For more information, please visit us online or follow our latest news on Facebook and Twitter.