Club Crackers® and Kind Campaign Launch National Back-to-School Partnership to Combat Girl-On-Girl Bullying and Spark Kindness in Schools

Rhea-AI Summary

Kellogg (NYSE:K) has announced a national partnership between its Club Crackers® brand and Kind Campaign, a nonprofit focused on combating girl-against-girl bullying. The collaboration includes Club Crackers becoming the exclusive sponsor of Kind Campaign's 28th Founders Tour, which will deliver free assemblies in schools across the country.

The partnership features Limited Edition Club Minis x Kind Campaign Boxes available nationwide, with QR codes for booking assemblies. Club Crackers is supporting the initiative with a $100,000 donation to Kind Campaign. The tour begins October 13-17 in New York City, followed by Bentonville/Fayetteville Arkansas November 10-14, addressing the concerning statistics that nearly one in five students report being bullied at school.

Positive

• Partnership demonstrates corporate social responsibility and brand engagement with important social issues
• Limited edition product launch could drive seasonal sales and brand awareness
• $100,000 donation shows commitment to social causes

Negative

• None.

Limited Edition Club Minis x Kind Campaign Boxes support free in-school assemblies and student-led Kind Clubs nationwide 

CHICAGO, Oct. 1, 2025 /PRNewswire/ -- Club Crackers® is proud to announce a national partnership with Kind Campaign, the internationally recognized nonprofit dedicated to ending girl-against-girl bullying, founded by Lauren Paul and Molly Thompson. At its heart, the initiative is about reaching young girls where they are — in their classrooms, their friend groups, and their everyday lives — and reminding them of the power of kindness and belonging. Launching this fall, it comes at a moment when that reminder is urgently needed: nearly one in five students report being bullied at school, according to the Center for Disease Control and Prevention (CDC, 2024), and recent studies show rates of loneliness among youth have reached historic highs (Education Week, 2025). Together, Club Crackers and Kind Campaign will work to help turn those statistics around by sparking empathy, connection, and tangible change for students, teachers, and families nationwide.

As the exclusive sponsor of Kind Campaign's 28th Founders Tour, Club Crackers will help the organization bring their signature, free, transformative assemblies to schools across the country. The tour will kick off in New York City from October 13–17, before continuing in Bentonville/Fayetteville Arkansas November 10–14. At each stop, Lauren and Molly will work directly with students to provide them with tools that help build more inclusive, supportive friendships, schools, and ultimately communities. They'll also make surprise visits to Club Crackers retailers, bringing their message of kindness beyond the classroom.

As a very special part of this partnership, Club Crackers is releasing Limited Edition Club Minis x Kind Campaign Boxes, being sold in stores nationwide throughout the season. Each box features information about the Kind Campaign, alongside a QR code for educators, parents, and community members to book an assembly. In addition to raising awareness through the limited-edition boxes, Club Crackers will support the Kind Campaign with a $100,000 donation, furthering the shared mission of creating spaces where every student feels they belong.

"Now more than ever, students are navigating unprecedented levels of loneliness and disconnection," said Lauren Paul and Molly Thompson, co-founders of Kind Campaign. "Through our 2025 fall tour, thanks to the generous support of Club Crackers, we're creating moments of real connection in our assemblies that students continue to tell us they are desperate for." 

"Club Crackers has always been about bringing people together, and this partnership lets us turn that belief into action," said Carrie Foose, Director of Brand Marketing for Club Crackers. "Through Kind Campaign's assemblies and student-led Kind Clubs, young girls are reminded they don't have to navigate challenges alone — everyone deserves a club they can belong to. We're proud to help make those connections possible in schools across the country."

Since its founding in 2009, Kind Campaign has reached more than 850,000 students through assemblies, peer-led Kind Clubs, and online resources focused on emotional wellness and long-term impact.

With students now back in classrooms for the new school year, October recognized nationally as Bullying Prevention Month, and World Kindness Day coming up on November 13, the Limited Edition Club Minis x Kind Campaign Boxes and Kind Campaign's Founders Tour arrive at exactly the right time– making kindness more visible, actionable, and contagious than ever before.

For more information, please visit ClubCrackers.com and KindCampaign.com, or follow along on Instagram @ClubCrackersUS and @KindCampaign.

About Kind Campaign:
Kind Campaign is an internationally recognized nonprofit organization founded by Lauren Paul and Molly Thompson, dedicated to ending girl-against-girl bullying and fostering kindness in schools and communities worldwide. Through in-school assemblies, Kind Clubs, and digital resources, Kind Campaign has reached over 850,000 students, parents, and educators. Learn more at www.kindcampaign.com and connect on Instagram @kindcampaign.

About Kellanova
Kellanova (NYSE: K) is a leader in global snacking, international cereal and noodles, and North America frozen foods with a legacy stretching back more than 100 years. Powered by differentiated brands including Pringles®, Cheez-It®, Pop-Tarts®, Kellogg's ® Rice Krispies Treats®, RXBAR®, Eggo®, MorningStar Farms®, Special K®, Coco Pops®,and more, Kellanova's vision is to become the world's best-performing snacks-led powerhouse, unleashing the full potential of our differentiated brands and our passionate people. Our net sales for 2024 were approximately $13 billion.

At Kellanova, our purpose is to create better days and ensure everyone has a seat at the table through our trusted food brands. We are committed to promoting sustainable and equitable food access by tackling the crossroads of hunger, sustainability, wellbeing, and equity, diversity & inclusion. Our goal is to create Better Days for 4 billion people by the end of 2030 (from a 2015 baseline). For more detailed information about our commitments, our approach to achieving these goals, and methodology, please visit our website at https://www.kellanova.com. 

Media Contacts:
Club Crackers: jgerbinokaplan@tombras.com; Kellanova Media Hotline: (269) 961-3799; media.hotline@kellanova.com
Kind Campaign: Kind@ellecomm.com

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SOURCE Kellanova

FAQ

What is the partnership between Club Crackers and Kind Campaign in 2025?

Club Crackers has partnered with Kind Campaign as the exclusive sponsor of their 28th Founders Tour, offering free school assemblies and launching Limited Edition Club Minis boxes. The partnership includes a $100,000 donation to support anti-bullying initiatives.

When does the Kellogg (K) Club Crackers x Kind Campaign tour start in 2025?

The tour kicks off in New York City from October 13-17, followed by Bentonville/Fayetteville Arkansas from November 10-14.

What are the special Club Crackers products being released for the Kind Campaign?

Limited Edition Club Minis x Kind Campaign Boxes are being released nationwide, featuring information about Kind Campaign and a QR code for booking school assemblies.

How many students has Kind Campaign reached since its founding?

Since its founding in 2009, Kind Campaign has reached more than 850,000 students through assemblies, peer-led Kind Clubs, and online resources.

What is the current rate of bullying in schools according to the CDC?

According to the CDC (2024), nearly one in five students report being bullied at school.