Pebbles Cereal Empowers Little People to Do Big Things

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Post Foods, LLC partners with Razorfish to Build PebPals Philanthropic Campaign, allowing kids to choose the charity

Empowering kids to support causes they care about creates a meaningful experience for them, and aligns with Post's long-standing commitment to giving back.

Pebbles, a Post cereals brand, today announced the launch of PebPals, a philanthropic campaign that supports Australia Zoo Wildlife Warriors Worldwide - USA.

Australian conservationist, Steve Irwin, together with his wife, Terri, founded the charity Australia Zoo Wildlife Warriors Worldwide - USA, which supports animal conservation by raising awareness and funds for its wildlife conservation projects around the world. Of the $50,000 donation made by Pebbles, $20,000 will benefit Australia Zoo Wildlife Warriors' Steve Irwin Day (15 November) campaign, and $30,000 will benefit the charity's wildlife conservation projects through the PebPals games.

"PebPals encourages wildlife conservation education and a sense of giving among youth. Kids have shown a serious desire to help endangered animals, so we wanted to design a fun, interactive way to help them do so, and put the control in their hands," says Sharon McNamara, Brand Manager for Post. "Empowering kids to support causes they care about creates a meaningful experience for them, and aligns with Post's long-standing commitment to giving back."

Post, a leading U.S. cereal manufacturer, and its partner agencies, collaborated in creating the campaign. Razorfish, one of the largest interactive agencies in the world, helped create the digital strategy driving the new promotion, and designed the supporting digital advertising campaign. It also worked with game developer, BlackDot, to create four conservation-themed mini-games that include educational tips about endangered species.

Four million packages of Post's Pebbles carry promotional PebPals trading cards, which challenge consumers to adopt up to 10 PebPals characters via Postopia.com, Pebbles' long-running destination site that receives about one million unique visitors per month. Visitors can bring these characters to life, play games and earn points. The more kids play, the more points they can earn, and the more they can give to their favorite Australia Zoo Wildlife Warriors Worldwide - USA conservation project.

"The charitable tie is a new twist for Postopia. What used to be just a fun site for kids, that rewards you for buying a box of cereal, now has increased value with this important cause," says Razorfish account director Jason Uner.

About Post Foods, LLC:
Post Foods, LLC, a subsidiary of Ralcorp Holdings, is the manufacturer of iconic ready-to-eat cereal brands including Honey Bunches of Oats, Pebbles, Grape-Nuts, Shredded Wheat, Honeycomb, Post Selects, Trail Mix Crunch, and other great tasting cereals. For more information, please visit http://www.postcereals.com .

About Razorfish:
Razorfish, formerly Avenue A | Razorfish, is one of the largest interactive marketing and technology companies in the world, and also one of the largest buyers of digital advertising space. With a demonstrated commitment to innovation, Razorfish counsels its clients on how to leverage digital channels such as the Web, mobile devices, in-store technologies and other emerging media to engage people, build brand loyalty and provide excellent customer service. The company is increasingly advising marketers on Social Influence Marketing™, its approach for employing social media and social influencers to achieve the marketing and business needs of an organization. Its award-winning client teams provide solutions through their strategic counsel, digital advertising and content creation, media buying, analytics, technology and user experience. Razorfish has offices in markets across the United States, and in Australia, China, France, Germany, Spain, Japan and the United Kingdom. Clients include Carnival Cruise Lines, MillerCoors, Levi's, McDonald's and Starwood Hotels. Visit http://www.razorfish.com for more information.

About Australia Zoo Wildlife Warriors:
Australia Zoo Wildlife Warriors was established by Steve and Terri Irwin in 2002. They wanted to create a conservation organisation unlike any other and to involve other caring people to help around the world. They conduct and work in partnership with a range of international wildlife conservation programs helping to protect tigers, elephants, cheetahs, whales and orangutans, and in Australia, they support Tasmanian devil conservation. Their biggest project is the Australian Wildlife Hospital. Australia Zoo is the charity's major sponsor and covers the administrative costs so that every dollar donated can be used entirely on vital wildlife conservation projects. Their success relies on the support of the wider community. Sign up as a Wildlife Warrior! Visit http://www.wildlifewarriors.org .

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