Kraft Canada has partnered with American Greetings for an e-card program that gives consumers a "Recipe for Joy" in support of the Food Banks Canada.

Kraft will donate $2 (up to a maximum of $50,000) to Food Banks Canada for every e-card sent through the program.

The holiday greeting comes with a virtual recipe box and 14 cards that can be saved on KraftCanada.com, or downloaded to the user's desktop.

Consumer research suggested that not only do people enjoy recipes around the holiday season, but they also appreciate the opportunity to give back, said Kelley Woodland, senior director of CRM, Kraft North America.

"We wanted to support that goal and desire and spirit of supporting our consumers during the holiday season," she said.

Over 15,000 e-cards have been sent since the program launched last month, and continues a long-standing relationship between Kraft and Food Banks Canada. 

For the past five years, Kraft has run the Hunger Challenge, matching donations dollar-for-dollar, up to $150,000. To date the company has helped raise over $2.5 million.  

Kraft is promoting "Recipe for Joy" through its What's Cooking magazine, festive mini-magazine, KraftCanada.com, e-mail, online advertising and point-of-sale materials.

The program wraps up Dec. 31.

Meredith Integrated Marketing developed the creative, while Digitas managed the online portion of the program.