INNOCEAN Canada is proud to announce a new partnership with The Grocery Foundation, providing digital media planning and buying support for the 2026 Make Happy Tummies™ grocery store fundraising campaign, which returned  January 22, 2026.

A flagship national fundraising initiative, Make Happy Tummies™, supports The Foundation's vision that no child in Canada goes to school hungry.  The campaign plays a vital role in advancing the Foundation's fundraising efforts, which today help support more than 3,000 school breakfast student nutrition programs across Canada.

Make Happy Tummies™ (formerly known as Toonies for Tummies™) is a national store fundraising platform that includes a campaign from January through April in over 1,700 grocery stores nationwide. Canadians can support the campaign by donating through participating grocery retailers, restaurants, and sponsors, or online year-round at makehappytummies.ca.

The campaign brings together a unique community of retailers, restaurants, sponsors, and individual donors to help address hunger, specifically among children in Canada who arrive at school hungry. 100% of shopper donations stay local to support breakfast programs in their communities, where they are raised, enabled by industry support.

As part of the partnership, INNOCEAN Canada is leading digital media planning and buying efforts for the 2026 campaign, including paid search, social, and digital performance media. The campaign is rolling out in phases across channels to support awareness and participation nationwide for the 35 sponsoring brands and participating retailers.

"Make Happy Tummies™ is a powerful example of how smart media strategy can amplify a campaign with both national scale and local impact," said Spiro Paravantes, Senior Vice President, Media Operations, INNOCEAN Canada. "Our focus is on applying a data-led planning approach that drives increased donations while also elevating awareness of this important initiative."

"This partnership reflects the depth and versatility of our team," said John Killam, Chief Operating Officer and Chief Growth Officer, INNOCEAN Canada. "We're proud to work alongside The Grocery Foundation and contribute our media expertise to a campaign that delivers measurable impact for communities across the country.

With one in three children in Canada arriving at school hungry¹, supporting child wellbeing has never been more urgent. Make Happy Tummies™ addresses a critical need by mobilizing the food industry and local communities to help ensure children receive the nourishment and support they need to learn and thrive.

The campaign continues to build strong momentum through the collective commitment of partners across grocery, foodservice, and the broader food industry, alongside the generosity of donors nationwide. This collaboration has enabled Make Happy Tummies™ to grow into a scalable, community-driven model delivering meaningful local and national impact.

"The strength of Make Happy Tummies™ lies in the way our industry comes together around a shared purpose," said Simon Small, Executive Director. "With the support of our partners, donors, and trade and media collaborators, we are able to scale a proven model that directly supports children's wellbeing in communities across Canada."

Supported by Corus, grocery trade partners, and TVA in Quebec, the campaign continues to grow through trade and media partnerships nationwide.