Pizza Hut will kick off its annual Book It! Program Oct. 1 with a story written by Jeff Kinney specifically for the campaign.

Book It! encourages kids in K-6 grads to embrace reading. Kinney's "Splat" tells the story of a boy and his friend who try to escape the watchful eye of safety patrol on the way home from school.

"Through our 29 years of advancing literacy, we're fortunate to have such tremendous support from schools and teachers around the country who want to make it great for kids by giving them the lifelong gift of reading," said Shelley Morehead, Pizza Hut Book It! Program administrator.

Author Kinney is best known for his bestselling series "Diary of a Wimpy Kid."

The reading incentive program was launched by Pizza Hut in 1985.

Read more about cause marketing.

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