Grocery Foundation unveils new master brand, partners with Metro in Quebec
The Grocery Foundation has revealed a new master brand and partnership with Metro and Super C in Quebec.
Make Happy Tummies encompasses the Toonies for Tummies campaign and the foundation’s Breakfast Voucher Program.
The brand will make its debut with a fundraising campaign in Western Canada, Ontario and Atlantic Canada running January to April 2025.
It will also include Quebec as Metro and Super C take the program national with some 1,800 participating grocery stores.
“The Grocery Foundation has an incredible history. We’ve been making tummies happy for some time and now it’s official,” said Shaun McKenna, executive director, The Grocery Foundation, in a release. “We’re honoured to steward our industry’s impact and are excited by the canvas for growth that will be offered by the synergies of a common brand across our properties. We’re equally encouraged that Canadians from across the country and in both official languages affirm the new Make Happy Tummies’ logo resonates with them. It evokes joy, is eye-catching and most importantly fits with our brand mission and vision.”
Sponsorship opportunities are now open and include Early Bird pricing and bonus visibility for brands who sign on by September 4, 2024.
A new bilingual website, makehappytummies.ca, will launch early January.
The annual campaign is made possible through fundraising efforts of Canadian grocery retailers such as Sobeys, Buy-Low Foods, Calgary Co-op, Food Basics, Metro and others, including independent retailers.
The Night to Nurture Gala returns on February 1, 2025.
Swipe through the gallery below to photos from the Make Happy Tummies kick off event, held in Toronto on Tuesday (August 27). Photography courtesy The Grocery Foundation
