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 Burger it Forward supports food bank efforts for second year It was a successful second year for Canada Beef’s national Burger it Forward campaign. More than $67,000 was raised to support food bank efforts across the country, a 25% increase over last year. Canada Beef Executive Director, Consumer Marketing, Joyce Parslow noted that campaign also attracted increased restaurant participation and partner donations. “All participants were enthusiastic about the program, and the comments of gratitude from food banks across the country made it all worthwhile,” she said.  A total of 199 restaurants from six regions, including British Columbia, Alberta, Saskatchewan, Manitoba, Ontario, and Atlantic Canada, participated in the campaign this year—a 77% increase over 2023. Each participating restaurant served a special local burger featuring 100% Canadian beef. An estimated 59,794 burgers were sold, with Big Stop selling 11,600 burgers by including all burgers purchased at 15 of their locations in Newfoundland, New Brunswick and Nova Scotia. Burger it Forward, Canada Beef’s giveback campaign, aims to raise funds to support food security efforts across nine provinces. The goals also supported foodservice recovery at the local level while promoting the local beef supply. The campaign resonated with restaurants, consumers, farmers and ranchers, and media. To add to the fundraising effort, nine provincial beef producer associations provided generous support for the food banks in their region/province. The Dairy Farmers of New Brunswick and the Dairy Farmers of Nova Scotia participated by contributing donations based on milkshake sales added to burger orders in their regions. Atlantic Beef Products and Flanagan Foodservice also participated in the campaign with generous donations to food banks.  Visit the Burger it Forward webpage for a complete list of participating restaurants. Find an overview of the campaign highlights here. The top three restaurants for individual burger sales: #1: Clive Burger (Calgary, AB): 1,581 burgers #2: BNA (Kelowna, BC): 1,402 burgers #3: Boom Burger (Charlottetown, PEI): 1,250 burgers The campaign generated over 2.4 million impressions from traditional and social media, 88 unique earned media hits, and national PR outreach to more than 500 media and influencers. The campaign earned the advertising equivalent of $24,505. The media message also shone a spotlight on the importance of ground beef to the nation’s food banks. Ground beef is the most requested item in food hampers, noted Jody Williams, Executive Director, Bridges to Hope (Food Bank Newfoundland). “Canada Beef's generous contribution of $10,000 to Food Banks Canada fills us with pride and gratitude. And as for Atlantic Beef Products' generous donation, our clients will be super excited to receive ground beef in their food hampers. This contribution is especially significant because it will directly support our mission of providing essential nutrition to those we serve,” she added. Back to main page  JOYCE PARSLOW Executive Director, Consumer Marketing |
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