(May 23) The Produce for Better Health Foundation, Wilmington, Del., will team up with Keebler Club crackers this fall in a cross-promotion during National 5 a Day week, Sept. 22-28.

The promotion will feature coupons for produce, recipe tips and an advertising campaign estimated at $2 million, said Amy Bielicki, vice president of marketing for PBH.

“It’s a great opportunity to work with a nonproduce company to increase produce sales,” Bielicki said.

PBH president Elizabeth Pivonka said this would be the largest cross-promotion the program had undertaken. Pivonka said the goal was to get 10,000 retail stores involved with the promotion. Most of foundation’s promotions average about 5,000 stores, she said.

Bielicki said the promotion was tailored for retail organizations with as few as 30 stores up to the major national chains.

“We still have a little ways to go,” Pivonka said. “We’re working on getting commitments from more retailers.”

PBH and Keebler will partner with Synergistic Marketing, New York, which produces Thematics, one of the leading advertising inserts in the industry. The promotion will run on half-page inserts in September and October issues of Better Homes and Gardens, Ladies’ Home Journal, Good Housekeeping, Women’s Day and Family Circle.

The insert will include recipe tips, 40-cent coupons and promotional material giving readers “salad meal solutions” for reaching their 5 a Day needs, Bielicki said.

These magazines reach 34 million consumers in the U.S., targeting women ages 25-54 with incomes of more Than $25,000. Bielicki added that Thematics is often the most-read advertisement in these magazines, giving the promotion even more exposure.

Bielicki said Keebler was paying for the promotion, which also will include a 7- by 11-foot point-of-sale graphic that holds 200 recipe coupons. A third-party merchandising company will set up the displays, so the cost and time commitments from retailers would be zero, she said.

Bielicki said a May Food Marketing Institute, Washington, D.C., report showed that consumers are drawn to value coupons and information about health and nutrition. This promotion provides both, she said.