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

Vancouver Opera’s street art reveals the monster in us all

Campaign aims to recruit younger audiences and raise awareness about bullying

Canadian Olympic Committee selects Cossette as AOR

Agency to lead creative communications through Rio 2016

Sunbeam partners with Canadian Cancer Society

“Supports With Warmth” campaign supports charity’s Wheels of Hope program

Subway and Disney team up for Big Hero 6 promotion

Twitter contest gives away tickets to advanced screenings across Canada

Argyle Communications opens Ottawa practice

Veteran political advisor Chris Hilton will lead the team

Who is the real ROI expert? (Column)

What you should consider when looking for the real deal

McCain’s new ad pushes versatility of fries – and fun

Creative showcases first major redesign for the company in more than 50 years

Lululemon gets slammed for Dalai Lama partnership

Relationship with Tibetan leader puts retailer in PR storm

Twist Image named digital AOR for Treasury Wine Estates

The WPP agency wins after a three-month, North America-wide review