The Grocery Foundation has announced a significant rebranding and expansion of its initiatives to combat food insecurity across Canada.
The foundation’s new master brand “Make Happy Tummies” will encompass its well-known Toonies for Tummies campaign and the Breakfast Voucher Program. This rebranding effort comes alongside a notable partnership with Metro Inc., a leading food and pharmacy distributor in Quebec and Ontario, and its discount banner, Super C.
Set to launch in early 2025, the Make Happy Tummies campaign will mark a significant milestone for the Grocery Foundation. For the first time, the initiative will extend its reach nationwide, including Quebec, thanks to the collaboration with Metro and Super C. The expansion will see participation from approximately 1,800 grocery stores across Canada, representing a substantial increase in the foundation’s ability to support communities in need.
The rebranding process is bilingual — Canadians across the country, in both official languages, have responded positively to the new Make Happy Tummies logo according to the foundation. The design is described as joyful and eye-catching, aligning closely with the brand’s mission and vision to address hunger and nutrition issues among Canadian children and families.
In preparation for the 2025 campaign, the Grocery Foundation is currently opening sponsorship opportunities for brands interested in participating. Early bird pricing and bonus visibility are being offered to companies that commit by September 4, 2024, incentivizing early participation in this expanded initiative.
To support the rebranding and national expansion, a new bilingual website, makehappytummies.ca, is scheduled to launch in early January 2025. This digital platform will likely serve as a central hub for information about the foundation’s programs, ways to contribute, and the impact of donations across Canadian communities.
The Make Happy Tummies campaign builds upon the success of previous fundraising efforts led by prominent Canadian grocery retailers. Companies such as Sobeys, Buy-Low Foods, Calgary Co-op, Food Basics, Metro, and numerous independent retailers have played crucial roles in supporting the foundation’s mission over the years.
As part of its ongoing commitment to combating food insecurity, the Grocery Foundation will also be hosting its annual Night to Nurture Gala on February 1, 2025. This event typically brings together industry leaders, partners, and supporters to celebrate achievements and raise additional funds for the foundation’s initiatives.
