The Grocery Foundation has announced that a number of Empire Company Ltd. banners will take part in its Toonies4Tummies campaign when it returns to Ontario and Western Canada in the first quarter of next year.
The Grocery Foundation confirmed Sobeys, IGA, Thrifty Foods and Safeway will all take part in the program in Western Canada, building on the momentum created by Save-On-Foods, Buy-Low Foods and Nester’s Market. Sobeys and Foodland stores will also return to the campaign in Ontario, rejoining Metro, Food Basics, Longo’s and a number of independent retailers. The number of stores participating in the upcoming campaign is actually expected to double.
The announcement comes on the heels of a record-breaking 2019 campaign which raised $1.5 million in donations, 25 per cent over the goal and 42 per cent over last year’s total donations – an achievement fueled by sponsor and retailer engagement and unprecedented social media success around the #ToonieChallenge. Building on its marketing and in-store elements, the 2019 program introduced a number of firsts, including increased sponsor and retailer connectivity through opportunities to prepare breakfasts alongside one another at student nutrition programs throughout the GTA.
Toonies4Tummies is made possible by participating retailers and sponsors, and is designed to raise funds for school-based student nutrition programs across British Columbia, Alberta, Saskatchewan, Manitoba and Ontario and raise the profile of supporting organizations. Hundreds of thousands of healthy snacks and meals are provided as a result of the campaign, which includes multimedia marketing elements and store activations driven by participating retailers and their store teams. In addition to the turnkey public relations and social media communications, sponsors also benefit from brand visibility in flyers and on shelf.
Jim Slomka of Grocery Business attended an information update about the Toonies4Tummies 2020 program, and these photos are from that event.