This Grocery Foundation is a charitable Foundation made up of 450 food manufacturers, brokers and retailers. Their mission is to make a difference in the communities where they do business and in the lives of Canadian children. They came to us looking for a way to raise awareness of their organization and to deliver on their mission.

Working together with the Foundation, we identified an issue - child hunger - that was both relevant to them and important. Based on the powerful truth that no child should go hungry, we rallied the organization behind an idea that led to the development of a fully integrated campaign. It would educate consumers and give them an opportunity to make a difference. Working from a very limited production budget of just $43K, we created the "Toonies for Tummies" campaign that included TV, Print and an In-Store fundraising program that ran across 67 grocery retailers.

The Toonies for Tummies program launched in 2007 and is now in its second year. A test of the program in Ontario increased awareness of the Foundation from 3% to 18%, increased awareness of childhood hunger by 43% and led 68% of survey respondents to say that the advertising "made me want to give".