Retailers Support Campaign for Veterans

JACKSONVILLE, Fla. — More than 58 retailers — including Harris Teeter Supermarkets, Ahold USA and Supervalu — and another 53 CPG brands have signed up to participate in a Wounded Warrior Project fund-raising effort to support veterans this year.

The “Believe in Heroes” fund-raiser was launched in 2010 by Acosta Sales & Marketing, based here, to support the newest generation of veterans who have been injured in recent conflicts. The campaign seeks to raise funds through special product promotions and retailer tie-ins and displays. It is scheduled to run from Sept. 11 through Nov. 11, and will be supported by a special, freestanding insert with coupons from participating brands to be distributed Nov. 4 to 50 million households.

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The Wounded Warrior Project is a non-profit organization. Acosta first partnered with WWP in 2010 with one national retailer and 13 brands, and greatly expanded the scope in 2011.