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

Sport Chek celebrates Raptors’ win in timely fashion

Out-of-home campaign celebrating victory launches within minutes of final buzzer

Judy John named to Titanium and Integrated Lions jury

Leo Burnett CCO is one of 10 Canadian judges heading to Cannes in mid June

P&G shows moms’ strength in new Oylmpics spot

'Strong' is a fresh, darker take on the role moms play in their kids' lives

Aritzia branches off with Babaton

Retailer spins off private label brand into its own retail concept

Marketing Awards 2016 shortlist: Part 1

Contenders in the mainstream categories are revealed in the lead-up to the June gala

Jani Yates named president of Advertising Standards Canada

Two senior positions vacant as president and CEO move on to new challenges

ACA to honour ASC CEO Linda Nagel with gold medal

Advertising Standards Canada exec reflects on the move towards self-regulation

NY senator: ‘Spying billboards’ may violate privacy rights

Clear Channel Outdoor Americas' Radar program called into question

Of course Russell Simmons is opening his own ad agency

The in-house content route is best taken by media who aren't brand-friendly otherwise