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Grocery Foundation begins Toonie Challenge campaign

The Grocery Foundation of Toronto has begun a campaign called the “Toonie Challenge” in support of its annual “Toonies for Tummies” fundraising program. The organization works to provide breakfast for local school-aged children. The campaign, developed by Breakthrough Communications and Fifth Story, seeks to raise awareness of this work and to encourage donations. It makes use of online video, social media content, digital advertising and public relations. In addition, a 30-second version of the video will run as a television commercial in Toronto and Vancouver. The creative features comedian Sean Cullen and radio personality Taylor Kaye.

“Our main goal with this year’s campaign was two-fold” said Stephen Stanley, creative director at Fifth Story. “We identified that shoppers often arrive at the cashier in their local grocery store and are asked to donate to a worthy cause without any prior knowledge of what that cause is. We wanted shoppers to know before going to the store that they were donating to Toonies for Tummies. We also wanted them to understand how easy it was to do and how necessary it was in their own local community. With so many charity-based messages in the marketplace, we decided to move away from an impact-based focus this year and engage people with a simple, humour-driven message. Riffing on major successes like the ice bucket challenge, we positioned the Toonie Challenge as the easiest challenge they would ever take.”

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