MONTVALE, N.J. — A&P is rewarding shoppers for their generosity as part of a first-of-its-kind cause marketing campaign that incorporates text messaging.

Related Articles

A&P A&P's annual sales, number of corporate stores, top executive, headquarters city and website, as reported in SN's 2010 Top 75, plus links to other A&P stories....

Customers at A&P, Pathmark, Waldbaum’s, SuperFresh and The Food Emporium can text “KIDS” to 90999 to send a $5 donation to the Children’s Miracle Network which raises funds for 170 children’s hospitals throughout North America.

Once the donation is confirmed, $10 in coupons will be automatically loaded to the shopper’s club card. The week-long programs starts July 15.

Procter & Gamble brands like Always, Bounty, Cascade, Charmin, Crest, Gillette, Olay, Pampers, Pantene and Tide are participating.

The program is powered by Zavers, A&P's mobile coupon partner.

“This innovative campaign is the first of its kind in the market and will not only help us support CMN and the children that need its assistance, but it will also reward our shoppers for their generosity with great savings on national brands,” said Ron Marshall, president and chief executive officer of A&P, in a statement.