Breakfast Clubs of Canada
Since 2007 The PR Department has been working with the Breakfast Clubs of Canada (BCC) to raise money and awareness for the thousands of school nutrition programs it supports nationwide. One of our most memorable Direct to consumer strategy was the “Taste for Learning Tour”, which aimed to generate visibility for BCC’s annual fundraising initiative with WalMart. The Tour featured a branded 53 foot truck that stopped in six Canadian cities to distribute more than 10,000 reusable breakfast bags containing samples from Danone, Saputo, Kellogg’s and Minute Maid, along with information on the charity. The PR Department helped generate foot traffic at sampling locations and also created media buzz to drive Canadians to their local WalMart to buy a fundraising bookmark. Each year, in less than two hours, every city’s breakfast bags were gone and we generated an average of 2.5 million media impressions annually that helped raise a record breaking 2.7 million dollars in 2011.
The PR Department continues to work with the Breakfast Clubs of Canada on various other media relations strategies including their holiday campaign with National Bank.
Over the years The PR Department has helped launched various yogurts for Danone Canada including: Danino, Activia, Stonyfield, DanActive, Cardivia, Naturalia and Oikos. In order to recapture interest in heart-healthy product, Cardivia, the team partnered with the Heart and Stroke Foundation to create The Great Stair Challenge. Branded stairmasters were placed in high-traffic locations in Vancouver, Montreal and Toronto, and shoppers were challenged to climb stairs for two minutes. For each participant Danone would donate $20 to the Foundation up to a total of $25,000. The Eaton Centre event attracted hundreds of people and generated positive visibility through non-conventional media and on-location weather and sports broadcasts.