Second Harvest

Client.

Established in 1985, Second Harvest is the largest food rescue charity in Canada. Second Harvest rescues surplus, fresh food that would otherwise go to waste, and delivers that food to more than 225 social service agencies in Toronto, feeding people experiencing hunger.

Project.

Toronto Taste 2017 Media Relations.

Challenge.

To raise awareness of Second Harvest’s annual fundraiser, Toronto Taste, to increase ticket sales and donations. To secure media coverage and attendance at the event.

Services.

Zenergy executed a media relations campaign targeted towards Toronto local media in the food, entertainment and city news verticals. Leveraging long-standing and new relationships with traditional media and influencers, Zenergy secured coverage amounting to a reach of over 16.7 million.
Coverage focused on pre-event publication to increase word-of-mouth, and subsequent ticket sales. Post-event coverage showcased the success of the fundraiser and highlighted the importance of donations in supporting the work of Second Harvest.

Results.

Toronto Taste 2017 raised $925,000 beating the previous year’s donations by $75,000. The funds account for 20% of Second Harvest’s annual revenue and make it possible to provide more than 1.8 million meals for children, adults and seniors experiencing hunger in the city. Beyond monetary contributions, two additional trucks were donated, a valuable asset for Second Harvest.