Retail Food Group Limited (RFG) has developed a new initiative aimed at raising funds for HeartKids, a charity devoted to supporting children and their families affected by Childhood Heart Disease.

Throughout August, up to $1 from each ‘HeartKids Combo’ sold at any of the RFG brands, which include Donut King, Michel’s Patisserie, Brumby’s Bakeries, Brumby’s Go!, bb’s cafe and Big Dad’s Pies, will be donated to the charity.

RFG chief marketing officer, Tracey Catterall, said the stores hope to raise over $1 million for HeartKids during the next 12 months, with the August campaign the first fundraising effort.

“When RFG staff and our franchisee community understood that six children each day and more than 2,000 children a year are born with heart defects, it was overwhelmingly endorsed that we should emotionally and financially provide support,” she said.

“We knew the positive impact our six franchise systems and 1,100 retail stores could have in driving HeartKids awareness. We’re so committed to the HeartKids charity – this is the first time RFG has ever embarked on a full six-brand marketing campaign.”

The HeartKids Combo varies between the RFG brands and include:

• Donut King – A regular coffee and heart donut
• Michel’s Patisserie – A small coffee and heart cupcake or heart lamington
• Brumby’s Bakeries – A sandwich loaf and four heart cupcakes
• Brumby’s Go! – A regular coffee and heart slice
• bb’s cafe – A small coffee and heart muffin
• Big Dad’s Pies – A pie and heart lamington