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Toonies for Tummies builds on social success

February campaign engages shoppers and retailers online and in stores

How often do you find a forgotten loonie or toonie in your pocket that goes to your morning coffee? That change can go a long way to help children in need.

Non-profit organization The Grocery Foundation is gearing up for the launch next week of its annual “Toonies for Tummies” campaign.

In an effort to raise $1 million in donations for local breakfast programs, consumers will be asked to donate $2 at participating supermarkets across Ontario and Atlantic Canada, with the proceeds going to feed hungry children. The campaign runs Feb. 5 to 19.

This year’s campaign has a number of new elements including a partnership with Food Bloggers of Canada (FBC), who participated in a Twitter party Tuesday evening.

The Grocery Foundation also recently launched a blog and will be profiling sponsor companies, retailers, as well as FBC guest bloggers.

“We know that social is such a critical vehicle to promote awareness of the issue and to rally shoppers, so we’re really hoping to be able to tap into this channel more deepy,” said Michelle Scott, executive director with The Grocery Foundation.

Toonies for Tummies’ in-store promotional material has been adapted this year to draw attention to sponsor products and support their exposure at store level.

“Shoppers are busy, so we adopted a simple "Shop. Donate. Redeem" message that we’re hoping will bring the most benefit to the brands supporting the campaign,” said Scott.

A Toonies for Tummies video is launching in Ontario and Atlantic Canada this week, where children ponder their favourite breakfast items and what they could buy with a toonie. Sponsor brands will also run the video through their own social media channels.

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