FR

We’ve got exciting news! We’ve got a new name and a new look!

Read Our Press Release (EN)
Read Our Press Release (FR)

Current Campaign Logo

New Brand

AND We’re adding Quebec as part of our 2025 campaign

1,475+ Stores in Western Canada,
Ontario & Atlantic Canada

Campaign Dates:
January 2025 – April 2025

*Plus Independent retailers, TBC

300+ Stores in Quebec

Campaign Dates:
January 30, 2025 – February 13, 2025

Childhood happens but once. Its impact is profound. Just ask your inner child.

It’s in our power to shape countless childhoods, fuel unlimited possibilities, starting with nourishing hungry tummies. There’s more of them, so we need more of us.

By rallying our industry to come together as a community to make happy tummies and fill childhood with goodness, we believe we can and we will achieve our vision of no hungry tummies. We simply must.

Time to get involved? You betcha. There’s lots of exciting news on the horizon.

Check back or sign up and you’ll be among the first to know. Or, email brandhelp@makehappytummies.ca

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ONE NATIONAL SPONSORSHIP with market nuances

Western Canada,
Ontario,
Atlantic Canada		 Quebec
Retail Execution Ask at the Till No Ask at the Till
Sponsor Benefits
product feature in participating banners * Subject to Sponsors meeting Retailer listing requirements
shelf blades featuring sponsor products installed in participating retailer grocery stores
unprecedented visibility as part of a national in-store, tv and social marketing campaign
your sponsor logo on bilingual website
your Sponsor logo on Quebec-focused campaign splash page
complementary ad in canadian grocer N/A
receive an invitation to events with retailer partners at Student Nutrition programs

The national sponsorship cost is $70,000. A sponsorship fee ($20,000) will be made available to Quebec-only brands who only have listings in that province with Metro and Super C only. Should a Quebec-based brand with a national footprint wish to participate nationally, the sponsorship fee is $70,000.

2025 Sponsorship Overview & Key Dates

View Full Prospectus
Download 2025 National Campaign Overview & sponsorship PDF
Download registration form to confirm Participation

For Quebec-Only Brands:

Download 2025 Campaign Overview & sponsorship PDF
Download registration form to confirm Participation

Join Us

January 2025 – April 2025

Investment
$70,000 PER BRAND PRODUCT

Key Dates

September 30, 2024
Registration Deadline

October 25, 2024
Creative Assets Due.

An Invitation From Our Retail Partners

Darrell Jones 

In 2017, we partnered with The Grocery Foundation to bring Make Happy Tummies to Western Canada and since then, our community of passionate team members, generous customers and amazing supplier partners has helped us reach new heights in our mission to build stronger, healthier communities together. There’s nothing more important for the future of our country than our children. We are so proud of Western Canadians for coming together this year to fill a record number of tummies with nourishing meals so they’re ready to take on the day and take on the world.

Paul Bravi

Annually, Make Happy Tummies marks a time of communal spirit and dedication from our Food Basics and Metro teams. It has become a tradition and is a testament to METRO’s culture of compassion and action. Every year, our teams unite with vigour and enthusiasm to help ensure kids receive the nutrition they need to learn and thrive at school.

Sam Corea

Buy-Low Foods and Nesters Market continues to support Make Happy Tummies. The program helps hungry children in our communities where many face incredible challenges. The products we retail in our store will bring Make Happy Tummies to life so that we can continue making a positive impact – in our backyards – by helping the hungry children in Western Canada. We applaud the efforts of our supplier partners, our team members, and our customers. Let’s continue to come together – let’s continue to set new heights in donations.  Our goal is to show the Buy-Low Foods & Nesters Market spirit and strengthen our communities by filling hungry tummies.

Richard Pruneau

Metro has a longstanding history of nourishing the health and well-being of our communities. We are pleased to also support this cause alongside our vendor partners, knowing it fits with our passion for our customers and the role we play in their daily lives. We understand this campaign has had a tremendous positive benefit for many children. We are pleased to create a Quebec-specific program serving Quebecers and nourishing local children through Breakfast Club of Canada, an organization that has roots in Quebec.

Loïc Cloutier

As the leading discounter in Quebec in terms of customer experience, we are pleased to not only deliver the best value for money, but to showcase our support of local causes and children. We are pleased to be working with over 100+ brands today to deliver value to shoppers and are excited to have many of them join efforts to feed hungry children across the province.

Joe Fusco

Our purpose at METRO is to nourish the health and well-being of our communities, so it is important for us as an organization to support a campaign like Make Happy Tummies. It’s an annual fundraiser that we look forward to supporting. Our Metro and Food Basics store teams take it as an opportunity to show off their creativity and have some fun with our customers. And the formula is working because every year we raise a little more than the last.

Ron Welke

Independents are the fabric of the communities they serve across this country. As such, the way they support such important causes as Make Happy Tummies is a prime example of independents working together with their sponsor partners to help feed hungry children. Independents look forward to supporting this year’s campaign and making sure it remains visible and top of mind to ensure a successful outcome!

Michael Medline

“I truly am inspired when I see customers, teammates, our supplier partners, and the grocery industry come together to support the great work of The Grocery Foundation. Collectively we are making a real difference by supporting the more than 3,000 partner programs who are giving kids access to the nutrition they need to thrive. When children don’t have to worry about their next meal, they can focus on discovering their own greatness and reach their full potential.”

Anthony Longo

At Longo’s, caring for our community is at the heart of everything we do and providing access to healthy, nutritious food is a top priority. That’s why Make Happy Tummies is so important to us, and we’re proud to support this campaign that helps ensure children in our community have the same opportunity. Seeing the positive impact this campaign has on the lives of families in need is truly inspiring and humbling, and supporting  this initiative is a privilege. We remain committed to doing everything  we can to make a difference and  support access to healthy food options for all children in
our community.

Another Record-Breaking Year,
Check out 2024 Highlights

183M+
Total Impressions

31M+
Flyer Impressions &
Shoppable Pages

Added Two Banners
1,475
Stores in Western Canada,
Ontario & Atlantic Canada

33.7M*
Social media impressions

2.7%
increase
YOY

896K
Overall Campaign Clicks

150%
increase
YOY

4.5M*
Total Campaign Video Views
(Social)

79.6%
increase
YOY

119M+
Television Impressions

80%
increase
YOY

* Grocery Foundation generated impressions. Does not reflect millions of Incremental impressions as a result of retailers and sponsors

Each sponsor expands our reach and impact

"Learning cannot happen on an empty stomach. For many of our students not having to worry about food is a first step in their successful learning journey."Volunteer from Ottawa Network for Education
"The nutrition program is extremely valuable for our students, sometimes it is the only nutritious meal they will have in a day."Volunteer from school in Brampton, Ontario
"Food scarcity is a very present problem for our demographic of students. Many of our students come to school with hungry bellies. Being hungry distracts from learning and can lead to other behavioural and academic issues. Having access to filling and nutritious food and snacks allows these students to better participate throughout the day. A Toonie doesn’t seem like much but for many of our students, it’s the difference between eating or going hungry that day."Anonymous Volunteer
"Donations have significantly impacted our school's Student Nutrition Program, allowing us to go above and beyond in meeting the needs of our students and fostering a positive and nourishing environment."Breakfast Program Coordinator
"We have, on multiple occasions received phone calls from parents indicating that they have not sent their children to school because they do not have food to send with them, for lunch. Toonies for Tummies provides us with the funds needed to feed our hungry students."Anonymous Volunteer
© 2024 The Grocery Foundation