Second Harvest begins Been a Slice promotion
Charitable organization Second Harvest has begun a new promotion called "Been a Slice" that features a limited-edition beer made from bread. The initiative, developed by Bob's Your Uncle of Toronto, is intended to raise funds for and awareness of the organization, which works to gather food that would otherwise go to waste for people in need. The beer is made from bread which is near its "best before" date.
Five hundred cases of the beer will be distributed through participating LCBO stores, The Beer Store and participating bars and restaurants in Toronto during the first week of November. Proceeds from the sales will go to Second Harvest. The beer is being produced by Common Good Beer with bread supplied by Prairie Boy Bakery.
The promotion also includes out-of-home advertising using media space provided by Outfront Media. A campaign website at <http://www.beenaslice.com> has been developed by My Brother Darryl. The effort also includes public relations, social media activities, point-of-sale materials and an influencer event in Toronto on Nov. 7.
"We wanted to create a way to inform and educate people about food waste and the important work Second Harvest does," said Bob Froese, CEO of Bob's Your Uncle. "But we also wanted to create something memorable that people would enjoy and want to talk about. Been a Slice is a delicious ale that we believe ticks all the boxes."