The campaign, running from Nov. 1 to 10, is from Community Food Centres Canada, with President’s Choice the presenting sponsor.
Participants sign up at BigSocial.ca, agree to host a meal—from a potluck to supper club to an office lunch or laid-back family dinner—guests are invited and asked to make a small donation to the cause. The campaign goal is to raise $100,000.
BigSocial.ca also includes tips for fundraising and after registering to take part, hosts get suggestions for themes, recipes and advice for hosting.
“We believe that food is an incredible tool for bringing people together. That’s what our programs do every day,” said Nick Saul, president and CEO of Community Food Centres Canada (CFCC) in a press release. “Now we’re asking Canadians to join us by gathering around their own tables to enjoy food together and raise money so more people can benefit from these programs.”
According to CFCC, raising $20 can give one person a week’s worth of fruits and vegetables. Raising $100 can help grow enough vegetables for 100 families.
Joining President’s Choice as sponsors are Food Network and Neal Brothers Foods as well as Global News and Precision Nutrition.
The Big Social aligns well with the current President’s Choice #EatTogether marketing platform. “The simple act of Eating Together can turn a stranger into a friend, a house into a home, and a company into a community,” reads the PC copy on the sponsors page at BigSocial.ca. “More than anything eating together connects us.”
Food Network Canada celebrity chefs Lynn Crawford and Nicole Gomes are also the ambassadors for the event, producing a promotional video to encourage signups.