The Grocery Foundation has unveiled a new master brand, “Make Happy Tummies/
Créons de joyeux p’tits bedons” effective January 2, 2025, marks the first fundraising campaign in Quebec with Metro and Super C, taking the program national with approximately 1,800 participating grocery stores.
The new master brand will encompass the shopper marketing and fundraising campaign Toonies for Tummies and The Grocery Foundation’s Breakfast Voucher Program, which offers healthy products at significant savings to student nutrition programs. The Night to Nurture Gala will continue to be known as the Night to Nurture Gala and will return on February 1, 2025. Information for the upcoming 2025 Gala is at groceryfoundation.com.
The Grocery Foundation says the move to a new master brand reflects input from the industry, affirming synergies that stand to be gained between Toonies for Tummies and The Grocery Foundation’s Breakfast Voucher Program, each with their unique benefits for brands looking to help student nutrition programs tied to their ESG and brand-building efforts.
To mark the Quebec expansion of the Make Tummies Happy campaign, The Grocery Foundation has launched a new bilingual website, which will launch in early January.
“The Grocery Foundation has an incredible history. We’ve been making tummies happy for some time and now it’s official,” says Shaun McKenna, executive director of The Grocery Foundation. “We’re honoured to steward our industry’s impact and are excited by the canvas for growth that will be offered by the synergies of a common brand across our properties. We’re equally encouraged that Canadians from across the country and in both official languages affirm the new Make Happy Tummies’ logo resonates with them. It evokes joy, is eye-catching and most importantly fits with our brand mission and vision.”
Make Happy Tummies will debut with a fundraising campaign in Western Canada, Ontario, and Atlantic Canada from January to April 2025. Sponsorship opportunities are now open, including Early Bird pricing and bonus visibility for brands signed on by Sept. 4, 2024. Information can be found at makehappytummies.ca/sponsorship.
“With the continued and growing support of an increasing number of brands and organizations across the grocery community, we hope to continue to raise more donations and get healthy food to an expanding number of hungry children. There are more of them, so we need more of us,” adds McKenna.
The announcement signals a new chapter for The Foundation focused on the impact and commitment of the unique community of industry partners who rally behind its mission to get food to hungry children. With the commitment and support of a growing network of partners, The Grocery Foundation helps nourish more than one million tummies and stewards the industry’s collective impact through donations to Breakfast Club of Canada and Student Nutrition Ontario, along with numerous other student nutrition and backpack programs. Donations to these programs will continue with 100% of donations continuing to benefit over one million children at over 3,000 programs that The Foundation currently helps fund with public donations and industry sponsorship. The program expansion in Quebec will benefit several hundred programs managed by the Breakfast Club of Canada.
The annual campaign is made possible through fundraising efforts of Canadian grocery retailers including: Sobeys, Safeway, FreshCo, Longo’s, Thrifty Foods, IGA West, Foodland and participating Atlantic Co-ops (via Empire Company Limited), Buy-Low Foods, Calgary Co-op, Freson Bros., Food Basics, Metro, Nester’s Market, Save-On-Foods, many independent retailers and now Metro PQ and Super C.
Beyond the expansion and continued growth of its annual fundraiser supported by banners including Buy-Low Foods, Calgary Co-op, Empire Inc. banners IGA, Foodland and participating Co-ops, Thrifty Foods, Safeway and Sobeys, FreshCo, Freson Bros., Food Basics, Longo’s, Metro, Nester’s Market, Save-On-Foods, many independent retailers and now Metro PQ and Super C, two restaurants, Stacked Pancake & Breakfast House and MR MIKES SteakhouseCasual have also recently announced their support for the Foundation’s work and mission.
