General Foods offers a "Box Tops for Education" program that rewards schools with funds to purchase needed supplies. The funds are accrued through submitted box tops found on specially marked products. This charitable program provides added value to families and encourages stronger customer relationships. It is, in essence, affinity marketing.

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The "Box Tops for Education" program is an example of affinity marketing because it creates a partnership between General Foods and educational institutions, benefiting both by encouraging customer loyalty through social responsibility.

General Foods Offers a "Box Tops for Education" Program That