The brands have partnered up for “Think Pink,” a joint effort in support of the Canadian Breast Cancer Foundation Ontario Region (CBCF). From now until Oct. 25, visitors to any Hero location in Ontario can purchase a burger topped with an Ace Bakery pink bun that gets its colour from all-natural beet juice. One dollar will be donated to CBCF for every bun sold.
Hero has taken the message one step further with its limited time “Think Pink Burger” creation, which features Canadian Angus beef, raspberry goat cheese, and pink slaw.
According to Sophia Rouleau, marketing manager at Ace Bakery, the pink buns taste just like regular buns, but those with a more refined palate with be able to detect the subtle “earthiness” of the added beet juice.
Since both brands have long been focused on high-quality ingredients (Ace breads contain no preservatives and Hero only serves beef free of hormones and antibiotics) it made sense for them to team up for an initiative focused on health.
“Both Hero and Ace both believe in all-natural, quality ingredients in our products, so we thought this aligned beautifully,” Rouleau said. “And [it’s] a neat to way to partner up and raise money for this great cause.”
The campaign, which carries the tagline, “Be a Hero. Let’s #BeetCancer together,” is being promoted across Ace and Hero’s social channels, and both brands are encouraging Ontarians to support the campaign online with #BeetCancer. Representatives from Ace and Hero will also be selling pink sliders at Sunday’s CIBC Run for the Cure in Toronto, with proceeds benefitting CBCF.
The campaign was developed internally, with the exception of PR which is being handled by Kwittken.