For over 100 years, Dempster’s has been made by Canadians for Canadians. And one of its goals has been to fight against one of the country’s biggest issues: hunger.

Every month, more than 850,000 Canadians turn to food banks for help. Dempster’s decided to help nourish those who need it most through its “Buy a Lunch, Give a Lunch” program, where for every purchased product, two slices of bread would be donated to Canada’s food banks.

To create awareness of the Bronze CSR program, Dempster’s and Cundari partnered with Amazing Race to sponsor a Food Bank challenge, where they were able to highlight the issue of hunger to 3.2 million Canadians. Dempster’s also promoted its message in-store, on TV and online.

In the end, Dempster’s was able to donate two million slices of bread to food banks, which led to a sales growth of 8% as two million incremental units were sold during the campaign.