CHICAGO – Carl Buddig & Company has launched a national marketing campaign to support literacy efforts nationwide for children. Its “Be a Reader” campaign is an integrated marketing program utilizing online and print advertising, summer and back-to-school consumer promotions and social media channels to promote literacy among kids and to ensure their success in the future.

The Be A Reader campaign builds on Carl Buddig & Company's interest in strengthening family values by urging moms and kids to discover the joy of reading. On-pack graphics promoting the partnership will be featured on specially marked packages of Buddig lunchmeats through May of 2012. Funds raised through the campaign will support RIF's literacy education and efforts to provide free books to underserved children.

"Our brand has been nourishing young minds for more than 100 years, and we believe that reading and literacy go hand-in-hand with good nutrition to support a life-long love of learning," said Tom Buddig, executive vice president marketing. "We're proud to embark on this new partnership with RIF and to award this donation to benefit children's literacy and motivate families to read together."

Consumers will be encouraged to join the Be A Reader campaign and participate in reading activities through two national consumer promotions. This summer children and parents will have the opportunity to read a book together online and share an essay about their experience for a chance to win one of three $1,000 scholarships. This fall, families can participate in a sweepstakes for a chance to win a Scholastic book library and other prizes. Public relations and a Scholastic media campaign will spread the word about the promotions and encourage entries.

Throughout the Be A Reader campaign, RIF and Buddig will host local reading celebration events and book distributions to provide free books and literacy resources to young children who rarely experience the thrill of owning their own books. This campaign kicked off in May in Chicago during Children's Book Week.

To learn more about the Be A Reader campaign, participate in reading activities or to make a donation,