BCC_Rapport_Annuel_20242025_EN - Flipbook - Page 15
BREAKFAST CLUB OF CANADA
HIGHLIGHTS
NUTRITION MONTH
To highlight Nutrition Month, the Club’s team created a multi-channel
campaign brimming with information and educational content,
reaffirming the Club’s role as a leader in school nutrition. This initiative
included a host of activities: entertaining video clips produced in
partnership with Télé-Québec featuring kids and gourmet challenges,
blog posts, testimonials on the impact of nutrition in our programs,
and publications spotlighting our food partners and organizations with
missions similar to the Club’s. The campaign generated over 15,160
engagements on social media and raised over $40,000 in donations.
CREATIVITY AT WORK FOR THE CAUSE
A partner since 2018, belairdirect embodies a commitment demonstrated through
original marketing initiatives, engaging events and inspiring collaborations. This year, in
addition to its annual $500,000 pledge, the company also raised funds for Breakfast Club
of Canada through its annual waffle fundraiser campaign at the popular Osheaga music
festival as well as its annual app campaign, through which a $2 donation was made for
every first login. These creative and accessible approaches not only raise funds, but also
raise awareness of the cause among a wider audience.
SMILES THAT MAKE A REAL DIFFERENCE
From April 29 to May 5, the Tim Hortons Smile Cookie Campaign rallied the
community around a simple yet powerful gesture: buy a cookie to support a good
cause. Thanks to generous customers and the committed teams on the ground,
Gatineau’s eight Tim Hortons restaurants donated 100% of their profits to the Club.
Every cookie purchased helped provide a nutritious breakfast for a child, enabling
them to start the day with a full belly and the energy needed to learn.
MAKE HAPPY TUMMIESTM: A COLLECTIVE SUCCESS
For nearly 50 years, The Grocery Foundation has supported Canadian children,
including through its Make Happy Tummies™ campaign (formerly Toonies for
Tummies™). This initiative unites retailers and brands sold in their stores to provide
funding for breakfast programs. The Foundation ensures that 100% of shopper
donations go directly to these programs, resulting in over 12 million nutritious meals
served in the past seven years. Currently, it supports 3,000 programs nationwide,
including a recent expansion into Quebec in 2025. Its Night to Nurture Gala supports
breakfast programs in Indigenous communities.
2024–2025 ACTIVITY REPORT
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