Gay Lea Foods has rolled out its #BakeItForward campaign to inspire people to bake something for themselves and for others.
The campaign is an extension of an initiative Gay Lea launched in the spring but is now taking one step further by giving 1,400 people across the GTA everything they need to bake something for themselves and for someone they feel could use the baked goods.
"This campaign is about fostering connectivity and experiencing the joy of giving more than anything else," says Rob London, director of marketing, Gay Lea Foods. "When we originally delivered baking kits to residents and frontline grocery workers back in May, we did it as a way to alleviate the shortage of baking supplies while also giving people something to do as they adjusted to our new normal.
"The feedback we received was overwhelming, so we decided to evolve the program further by encouraging people to not only bake for themselves but also for others. There is no greater joy in life than making someone else happy – and we're really excited to see how this all rolls out. We're equally excited about honouring frontline mental health and grocery workers for their on-going service. We couldn't get through this pandemic without them."