Bernardin asks stars to fill jars for charity

Chefs and artists raise hunger awareness for Community Food Centres Canada

Bernardin got the seal of approval from 45 Canadian celebrities for its latest charitable campaign.

The “Jars from the Stars” initiative asked well-known celebrities, personalities and chefs to fill up Bernardin’s vintage-inspired green mason jars with something that represented them. Each one was signed and put up for auction on eBay. All benefits from the auction will go to Community Food Centres Canada (CFCC).

Participants included renowned chef Susur Lee (exotic spices and a certificate for complimentary cocktails and bar snacks at Lee), Food Network’s Bob Blumer (marshmallow pillow case), and Barenaked Ladies’ bassist Jim Creeggan (concert memorabilia and a handwritten note on a postcard). Bids start at $9.99 and the auction runs until June 26.

“The goal is to raise awareness about our commitment to hunger in our community and across the country,” said Catherine Shaw, director of marketing at Jarden, which owns Bernardin. “That’s the mission for the CFCC, so it ties in quite nicely with Bernardin.”

The auction is being promoted on Bernardin’s social media channels and the participants have been promoting it through social media as well, said Shaw.

The initiative was developed by Toronto-based Elevator Communications.

Advertising Articles

Dentsu Aegis acquires S+E Sponsorship

Sports and entertainment consultancy will be rebranded as MKTG

Telling Canadian writers’ stories

The Juggernaut's series for the Writers Guild of Canada makes the case for our culture

Franke Rodriguez to lead Anomaly New York

As agency plans for growth, Toronto CEO expands role back to his hometown

Canadian Olympic Committee signs with Sid Lee

COC signs with new agency of record until 2020 Tokyo Games

MSLGroup acquires North Strategic

Publicis adds to its PR holdings, Mia Pearson made MSL's Canadian CEO

Zephyr promises a smarter time sheet

Time sheets are a pain, but will agency execs buy in on AI?

Volvo introduces a test drive with a difference

Automaker aims to donate $100,000 to United Way before year's end

Carlsberg picks Ogilvy as AOR

The agency wins all of the brewer's brands in Canada, including Kronenbourg and Somersby.

Creative machine thinking (Column)

Don't dismiss AI's overhyped potential