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

Marketers to C2-MTL: Treat consumer data with care

Aimia and Aldo CMOs on the importance of using data to deliver better customer service

Cossette and OMD named SickKids Foundation AORs

Agencies will shape a new vision for a big name in the competitive fundraising space

Thibaut Laporte joins Kaiser Lachance Communications

Senior coordinator to oversee public relations campaigns in Quebec

Jack Black skincare selects first Canadian AOR

1Milk2Sugars will share duties between its Montreal and Toronto offices

CAMH sheds light on mental illness with overnight event

Darkness to Light challenge from DentsuBos in Toronto aims to combat mental illness

Rabba Fine Foods hires first PR and marketing agencies

Future PR and marketing efforts will focus on the retailer's ties to the community

CBC stacks fall and winter lineups with British, Aussie fare

Broadcaster to showcase distinctive content viewers won't see on private networks

Pilot announces new creative director position

Sarah Lazarovic joins the Toronto agency