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MANSFIELD - Shoppers are getting a chance to stand tall along with Boston Celtics guard Rajon Rondo in helping to feed needy families across New England this holiday season.

Rondo filmed a public service announcement for Shaw's Spirit of Giving food drive at the Mansfield store Tuesday morning.

He then spent time signing autographs for a bevy of children and fans to promote the food collection drive, which will be going on in 199 Shaw's stores throughout the New England states through Dec. 20.

Shoppers will have a chance to purchase pre-packed bags of groceries in denominations of $5, $10 or $15 and have the food distributed to a nearby food bank.

"It's one of the greatest causes because it's so basic," Rondo said. "People don't realize how much need there is for food in this country." One in eight Americans receives food from a food bank, Shaw's President Larry Wahlstrom said at a news conference with Rondo and representatives of several New England food charities.

He added that in the last six months the demand for food at regional food banks has increased as much as 50 percent.

This is the ninth year for the Shaw's food campaign.