A New Tradition

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.

Frosty and the Gingerbread Man also joined the cause. A series of sugar-coated messages that brought attention to these traditions were displayed across out of home and social.