A New Tradition

Second Harvest 2025 Holiday Campaign

Every holiday season, families put out milk and cookies for a made-up magical man. Yet at least 10 million very real Canadians go hungry.

Second Harvest wanted to encourage Canadians to start a new holiday tradition. We enlisted the help of Santa Claus, sending personal letters to local news outlets. He requested Canadians skip his milk and cookies this year and instead pass a meal on to hungry families.

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CREDZ:

Copywriter: Joel Felker

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