Whole Foods Market has united 30 brands to support its second annual virtual 10K, which raises money for the Whole Planet Foundation.The retailer encourages consumers to support the nonprofit by paying a $20-$35 registration fee through eventbrite.com and then running, walking, biking or paddling 10K from Aug. 3-7. Registering from June 10 to Aug. 7 enters consumers into a sweepstakes awarding three winners with a gift basket from the campaign's sponsors, which include All Market's Vita Coco, Hormel Foods' Justin's and Crofters Food's Crofters. Three runners-up receive prize packages from sponsors Cedar's Mediterranean Foods, The Seaweed Bath Co. or Nuun & Co. Promoting the sweeps on Facebook or Twitter using the hashtag #Virtual10KSweepstakes earns additional entries.Nuun and The Seaweed Bath Co. are particularly active in the campaign, posting promotional videos on The Whole Planet Foundation's YouTube channel in July. (See below.) The Seaweed Bath Co. is donating 15% of its sales to the Whole Planet Foundation from July 31 to Aug. 13 and Nuun gave co-branded water bottles to the first 250 registrants who also bought an event T-shirt.Additional support for the campaign includes email blasts, a home page carousel ad on wholeplanetfoundation.org, articles on the nonprofit's Stories from the Field blog, and Facebook, Twitter and Instagram updates from both the nonprofit and the sponsoring brands. Whole Foods is also hosting a physical 10K fun run near its headquarters in Austin, TX, on Aug. 5. Registration for that event is free.Whole Foods ran its first virtual 10K benefiting the Whole Planet Foundation from July 14-18, 2016. The same $20-$35 registration fee earned consumers a 15% discount at campaign sponsor prAna's e-commerce store and entry in a sweeps awarding four gift baskets from supporting brands.