Campbell Canada has joined the 2010 "Toonies for Tummies" program, an Ontario-wide effort to fight child hunger by raising money for children's school breakfast programs.

Through March 11, approximately 1,000 Ontario stores are displaying Toonies for Tummies shelf coupons, asking shoppers for a $2 donation at the cash register. The "toonie" is Canada's $2 coin. Its name is a play on the nickname of Canada's $1 coin, which is known as a "loonie" because it features an image of a loon.

Shoppers who make the donation receive a coupon booklet valued at $25, featuring offers from about 80 Consumer Packaged Goods companies, including Campbell Canada. Campbell Canada's coupon offers a $1 donation with the purchase of any two Gardennay or V8 soup. Shoppers receive 50 cents in savings, while Campbell donates an additional 50 cents to the program. The coupon was also included in a special Toonies for Tummies magazine that was distributed to 1 million Ontario households.

"With warm tummies come strong bodies and sharper minds," said Leslie LeBreton, Shopper Marketer, Campbell Canada. "It can make such a difference to a child to start the day off with a nutritious breakfast to fuel their learning."

Toonies for Tummies is sponsored by The Grocery Foundation, a Canadian food industry charitable foundation with over 500 members. The campaign includes a television ad, emphasizing that childhood hunger often goes unseen.

"I don't think that anyone who sees that television ad forgets it," Leslie said. "It's a stark reminder that kids could be going hungry in your child's school, and you might not even know it."

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