Make Happy Tummies expands network with new national partnerships
Who: Make Happy Tummies
What: The national fundraising platform, powered by The Grocery Foundation, has announced new national collaborations with Field Agent Canada and Flipp Operations Inc. (Flipp).
Field Agent Canada will “activate its national shopper network to help drive awareness and donations,” states a press release. Throughout the campaign, the platform will engage more than 320,000 Canadian shoppers in-stores and online.
“Field Agent Canada's participation adds tremendous grassroots engagement and helps strengthen national awareness of the unique impact and benefit of the Make Happy Tummies campaign,” notes the release.
Flipp will deliver enhanced digital amplification as a part of the Make Happy Tummies store fundraiser, which will return to 1,700 grocery stores beginning January 2026.
Through the Flipp and Reebee shopping apps, Flipp will deliver additional digital impressions to more than seven million monthly active users.
Flipp has also joined the Make Happy Tummies community campaign as the official breakfast sponsor partners for the Make Happy Tummies store fundraiser breakfast events, attended by supporting campaign retailers and sponsors in British Columbia, Alberta, Ontario and Nova Scotia.
Since its 2025 rebrand (formerly Toonies for Tummies), Make Happy Tummies has expanded to a coast-to-coast program supporting more than 3,000 school and community-based student nutrition programs managed by Student Nutrition Ontario and Breakfast Club of Canada. The 2025 campaign set new records for donations and in-store and online shopper engagement.
READ: Grocery Foundation officially launches Make Happy Tummies
"We are thrilled to welcome Field Agent, Flipp, and Reebee to the Make Happy Tummies family," says Simon Small, executive director, The Grocery Foundation. “The momentum behind this campaign continues to grow, and support from these industry partners is truly invaluable. Their contributions—whether through shopper engagement, measurement or digital amplification—are helping ensure more children across Canada start their day with the nutritious breakfast they deserve.”
