Kimberly-Clark’s Huggies partnered with Meijer last month to reprise a campaign supporting Hand to Hold, a nonprofit that provides mental health support to parents with babies in Neonatal Intensive Care Units.\r\n\r\nHuggies pledged to donate $2 (up to $60,000) to Hand to Hold for every box of the brand\u0026#039;s diapers purchased at Meijer from May 22 to June 18. In stores, the effort earned the brand prime secondary merchandising space on a dedicated endcap outfitted with a shelf blocker noting that one in seven babies spends time in the NICU. \r\n\r\nFeatures in Meijer’s May 29 and June 5 circulars plugged the effort and promised shoppers who spent $75 or $50 on Huggies products a coupon at checkout for $20 or $10 off, respectively, on an in-store purchase made that week.\r\n\r\n\u0026quot;As a family company, supporting families in our communities is so important to us, especially during some of parenthood\u0026#039;s most challenging moments,\u0026quot; Matt Campbell, Meijer baby consumables buyer, said in a media release. \u0026quot;We\u0026#039;re pleased to partner with Huggies on a shared mission to serve NICU families.\u0026quot;\r\n\r\nHuggies and Meijer partnered last year on the brand’s first retailer event to benefit NICU families. Huggies made a $1 donation to Hand to Hold (up to $50,000) for every Huggies Little Movers or Little Snugglers SKU purchased at Meijer from Aug. 15 to Sept. 11, 2021. Huggies promoted the effort on Facebook.\r\n\r\nMeijer and Huggies have been running account-specific cause campaigns for a decade, teaming up for an annual fundraiser for the National Diaper Bank. The partners donated one day’s worth of diapers (up to 400,000) to the nonprofit for every pack of Huggies diapers purchased at Meijer from March 1-26.