Meals That Matter

Campaign Name: “Meals That Matter” 

Tagline: Dine Local. Change Lives. 

 

Campaign Overview 

The Meals That Matter campaign partners with local restaurants to provide direct support to youth experiencing homelessness and trafficking through Covenant House Toronto. By turning everyday dining into an opportunity to give back, restaurants can connect with their community, attract socially conscious diners, and make a meaningful impact. 

 

Campaign Program Components 

1. Dine & Donate Nights 

  • What: Restaurants dedicate a specific night (or series of nights) where a percentage of sales (e.g., 2% – 5% – 10%-15%) is donated to Covenant House. 

  • Execution: 

  • Restaurants promote the event via flyers, social media posts, and table tent cards provided by Covenant House. 
  • Businesses Giveback/Covenant House amplifies the event through its network and local media to drive awareness and foot traffic. 

  • Impact: Boosts customer turnout while generating funds to support youth programs. 

 

2. “Buy a Meal, Give a Meal” Campaign 

  • What: For every meal purchased during the campaign, the restaurant donates a monetary equivalent to a meal to Covenant House to support nourishing meals for youth. 

  • Execution: 

  • Restaurants offer a special menu item or category tied to the campaign (e.g., “Hope Burger”). 
  • QR codes on receipts allow customers to learn more about the impact of their support. 

  • Impact: Links the act of dining out with feeding vulnerable youth, fostering community goodwill. 

 

3. Chef-Driven Cooking Classes 

  • What: Restaurants host cooking classes or tasting events, with proceeds going to Covenant House. 

  • Execution: 

  • Local chefs design engaging workshops or exclusive tastings for customers. 
  • Partner with local media to feature the campaign and chefs involved. 

  • Impact: Offers unique, value-added experiences while raising funds and awareness. 

 

4. Restaurant Gift Card Drive 

  • What: Restaurants encourage customers to purchase and donate gift cards for at-risk youth. Gift cards are distributed to Covenant House youth to use for meals or employment-related needs (e.g., job interview lunches). 

  • Execution: 

  • Participating restaurants prominently display “Gift Cards for Youth” donation stations. 
  • Social media campaigns spotlight the cause and showcase collected gift cards. 

  • Impact: Provides direct assistance to youth while strengthening restaurant-community ties. 

 

Marketing & Promotion 

Restaurant Benefits: 

  • Co-branded marketing materials to highlight their participation: 

  • Images & logos for posters and social media graphics featuring the Covenant House logo. 
  • Recognition on Covenant House’s website and Businesses Giveback social platforms as a participating restaurant. 
  • Opportunity to showcase their leadership in the community through press coverage and storytelling. 

How Covenant House Supports: 

  • Media outreach and press releases to highlight participating restaurants. 
  • Cross-promotion with other businesses in the “Meals That Matter” network. 
  • Storytelling assets to connect the campaign with the real impact on youth. 

 

Call to Action for Restaurants 

  1. Sign Up for the Campaign: Contact Covenant House to register as a participating restaurant. 

  1. Choose Your Initiative: Select one or more campaign elements (Dine & Donate, Buy a Meal, Cooking Class, Gift Card Drive). 

  1. Launch & Promote: Work with Covenant House to amplify the campaign through digital, print, and local media. 

 

Impact Statement 

Every meal served through the Meals That Matter campaign helps youth at Covenant House access food, shelter, education, and employment support. Together, we can make a difference—one plate at a time. 

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