Grocery Foundation officially launches Make Happy Tummies
The Grocery Foundation’s flagship Toonies for Tummies platform has officially rebranded under its new name, Make Happy Tummies.
The previously announced rebrand also marks the expansion of the platform into Quebec, under the French name Créons de joyeux p'tits bedons.
"We are incredibly excited to unveil our new name, look, and usher in the next chapter in our fundraising history spanning over 40 years. However, we cannot embrace the future without taking a moment to express our most sincere gratitude to Canadians and our partners whose generosity and commitment to our mission and store fundraising campaign have made it possible for us to make over 10 million healthy meals possible in the last 7 years alone helping many hungry children flourish," said Shaun McKenna, executive director, The Grocery Foundation, in a press release. “Canadians will be pleased to hear we have no plans to change our mission to get food to hungry children or our commitment to ensuring every dollar donated makes its way to a local child thanks to our industry partners. We hope Canadians who can support, do."
The launch is part of Make Happy Tummies’ continued growth. The program recently expanded into food service through partnerships with Stacked Pancake & Breakfast House and Mr Mikes SteakhouseCasual.
The first bilingual and national Make Happy Tummies fundraising campaign brand kicks off Jan. 23 and will run through April 17 at over 1,700 participating grocery stores including Sobeys, Safeway, IGA West, Chalo! FreshCo, Foodland, Thrifty Foods, Farm Boy, Foodland and participating CO-OPs, Save-On-Foods, Buy-Low-Foods, Nesters Market, Calgary Co-op, Community Natural Foods, Metro, Food Basics and Super C, as well as more than 15 independent retailers.
Make Happy Tummies grocery partners hope to raise $4 million through the 2025 fundraiser which, if achieved, will provide over 2 million breakfasts to over 3,000 breakfast programs coast-to-coast currently supported by the foundation. The campaign's expansion will also provide over 50,000 breakfasts in Quebec.
