The Grain Foods Foundation (GFF) is set to launch its spring campaign featuring Mia Hamm, a former Olympic soccer star and mother of three.

The campaign, named RISE, is aimed at helping consumers “rise to a variety of occasions from everyday activities to important accomplishments,” said Kristin Patterson, vice-president and account director at Mullen.

Print ads for the campaign first began appearing in the February issue of Fitness magazine, and the ad will continue to run in the publication through the July-August issue.