Lactalis is spotlighting its longstanding philanthropic partner, Kids Help Phone (KHP), in a campaign that invites yogurt fans to “Snack, Give & Win.”

The brand has a 35-year relationship with KHP, supporting the non-profit through major sponsorships, donations and awareness by displaying its logo and crisis line on many of its dairy products.

Last year was the first time its core yogurt brands Iögo, Iögo Nanö, Astro, Olympic and Siggi’s were presented as a family under a masterbrand umbrella, while also tying them to good corporate citizenship, with hero visuals of yogurt containers fashioned into toy phones.

In support of Kids Help Phone, founding corporate partner Lactalis is once again donating $40,000. However, this year, the brand has included a sizeable contesting component, where shoppers will also have the chance to win $5,000 by purchasing a Lactalis Canada yogurt and uploading a receipt to its Snackandgive.ca microsite, unveiled earlier this year.

“We want to not only give back to the community, but help out consumers,” says Naihely Hernandez, iögo nanö brand manager, adding that the idea is to help parents navigate expenses and cost challenges linked to back-to-school. Supporting creative demonstrates how “frazzled” parents can feel around this time of year, and why they should relax.

This year’s “Snack, Give & Win” campaign is being supported via social media and in-store promotions at leading grocery chains nationally.

For the last mile, Lactalis is rolling out bunkers, bunker stickers, blades (see below), danglers, and coupons. “We are completely owning the back-to-school season at point-of-sale,” Hernandez says.

The campaign is meant to drive awareness, traffic and loyalty, with “thank you” creative to be unveiled later. “We have dedicated communication depending on the objective,” she says, with more assets being rolled out next week.

The target is women age 25 to 54, but there is a sizeable minority of men being targeted too. Agencies Cri Agence, Z Communications, Neptune, and Zenith Media are providing support.