Cologne – September 09, 2026 -- Social-impact brand share and RTL Deutschland have launched a joint campaign to support equal opportunities for children, centered on a new share x RTL snack bar sold at six major German retailers.
Every bar purchased triggers a donation from the "Stiftung RTL - Wir helfen Kindern e.V." to breakfast4Kids e.V., a nonprofit that provides a healthy breakfast to roughly 1,400 children daily across 35 schools and daycare centers in the Aachen and Cologne region.
TV presenters Frauke Ludowig and Jan Köppen front new campaign spots
Two TV ads airing across RTL Deutschland channels feature Ludowig and Köppen being approached by children who highlight unequal opportunities faced by many kids in Germany. The ads frame each bar purchase as a direct contribution toward better chances for those children.
The bars are stocked at REWE, dm, Rossmann, Kaufland, Müller and Valora
The campaign extends beyond television into retail spaces, appearing in store magazines, app banners and point-of-sale displays at the six partner chains. To mark the launch, share's nut and protein bars have been given a new campaign-specific packaging design.
The partnership peaks at the 31st RTL charity marathon in November
share and RTL Deutschland plan to showcase the cooperation and breakfast4Kids' work during the broadcast, which is Germany's longest-running charity telethon.
Victoria Reinsch, Director Marketing at share, said the partnership with RTL and retailers gives visibility to causes the brand cares about, with each purchase making a direct difference. Kevin Wehmeier, Director Brand Partnerships & Corporate at RTL Deutschland, said the collaboration makes the issue of equal opportunity for children visible both on screen and in stores.
The "Stiftung RTL - Wir helfen Kindern e.V." has operated since 1996, with RTL Deutschland covering all personnel, production and administrative costs so that donated funds go entirely to selected children's aid projects. The foundation has held the DZI donation seal since 2002 and has raised more than 330 million euros to date. breakfast4kids e.V. has operated since 2008, growing from an initial pilot of twelve sandwiches a day to its current daily reach of 1,400 children.