Breakfast Club of Canada

The PR Department has been working with the Breakfast Clubs of Canada since 2007 to help raise awareness and much needed funds to support school nutrition programs across Canada. Through strategic media relations and direct to consumer tactics, our campaigns generated coverage in print and electronic media nationwide reaching on average more than 3.5 million Canadians each time.

For the last two years, The PR Department promoted the 'Taste for Learning' tours which aim to raise awareness of the charity while driving Canadians into their local Wal-Mart stores to buy a specially marked bookmark to support breakfast programs within their community. A branded BCC 53-foot-long truck travels across the country stopping in major cities to distribute free breakfast boxes to the public. Over 33 television spots including Live-Eye cameras, morning shows and news programs covered the tour over the last two years generating over 6.5 million impressions and leading to a fundraising record of over 2.7 million dollars in 2009 at a cost of less than half a penny for every Canadian reached during the campaign.