As one of Canada’s top summer Olympic athletes, Penny Oleksiak’s likeness was already set for cereal boxes this summer. But with the Tokyo Olympics postponed until 2021 thanks to the coronavirus pandemic, Oleksiak is among the Canadian athletes using her profile to help frontline workers in food banks.
Oleksiak is one of five Canadian athletes to grace the covers of Cheerios boxes this spring and summer. General Mills Canada is repurposing that attention to launch digital box covers showcasing food bank workers.
Oleksiak announced her participation on her Instagram account Thursday. She is pairing with Lori McRitchie, the executive director of Airdrie Food Bank in Airdrie, Alberta.
“I had a chance to chat with Lori and she said something that really stuck with me,” Oleksiak wrote on Instagram. “She said it was a privilege for her to serve her community. Just incredible. Well, today it’s MY privilege to unveil Lori’s limited-edition @cheeriosCA box as we celebrate her amazingness – thank you from the bottom of my heart for everything you and your team has done and continues to do for Canadians in need.”
The Cheer the Food Banks Frontline initiative seeks to raise awareness about food insecurity and raise funds for food banks heavily burdened as unemployment rises during the COVID-19 crisis. Cheerios made a donation of $500,000 to Food Banks Canada, and parent company General Mills donated $600,000 worth of product.
Photo Courtesy: General Mills Canada
The actual cereal boxes featuring Olympians are headed to store shelves. But Cheerios will use the ad time purchased for the Olympic promotion to “focus on the inspiring employees and volunteers who are keeping Canada’s food banks in operation”. The first ad was released this week.
One in eight Canadians rely on food bank support, Food Banks Canada said in a press release. The organization fears that demand could spike as much as 50 percent as unprecedentedly rapid unemployment sweeps the country.
“This generous help couldn’t come at a more crucial time for food banks across the country,” Food Banks Canada CEO Chris Hatch said. “The efforts being made by volunteers and frontline staff to keep up with demand is really heroic, and Cheerios’ initiatives to boost awareness and help bring in donations is very, very welcome.”
Other participating athletes include diver Jennifer Abel, runner Andre De Grasse, gymnast Rosie MacLennan and skateboarder Matt Berger.
Donations can be made directly to Food Banks Canada.
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