Toronto, ON, December 22 — Make Happy Tummies™, the national fundraising platform powered by The Grocery Foundation, today announced two significant national collaborations that will expand its reach and impact in the fight to ensure no child arrives at school hungry. Field Agent Canada will activate its national shopper network to help drive awareness and donations. Flipp Operations Inc. (“Flipp”), will deliver enhanced digital amplification as the Make Happy Tummies™ store fundraiser returns to over 1,700 grocery stores beginning January 2026.
Throughout the campaign, Field Agent Canada will engage over 320,000 Canadian shoppers to raise awareness and support for Make Happy Tummies™ both in-store and online. “Since 2010, Field Agent has been on a mission to change the way the world collects business information and insights around the world. We also want to unleash the power of our vast network to do good. We are pleased to support Make Happy Tummies™ and efforts to nourish children where our agents work and live,” says Jeff Doucette, Founder of Field Agent Canada.
Since its 2025 rebrand (formerly Toonies for Tummies™), Make Happy Tummies™ has expanded to a coast-to-coast program supporting over 3,000 school and community-based student nutrition programs managed by Student Nutrition Ontario and Breakfast Club of Canada. The 2025 campaign set new records for donations and in-store and online shopper engagement. Thanks to support from grocery industry partners, 100% of all donations benefit local breakfast programs, helping ensure students have access to healthy breakfasts each morning. Field Agent Canada’s participation adds tremendous grassroots engagement and helps strengthen national awareness of the unique impact and benefit of the Make Happy Tummies campaign.
Equally exciting news announced today is that Flipp has joined the Make Happy Tummies™ community campaign as the official breakfast sponsor partners for the Make Happy Tummies™ store fundraiser breakfast events, attended by supporting campaign retailers and sponsors in British Columbia, Alberta, Ontario, and Nova Scotia. Through the Flipp and reebee shopping apps, Flipp will deliver millions of additional digital impressions to over 7 million monthly active users, expanding visibility for the campaign, participating retailers, and supporting brands. This includes Tribute Ads highlighting the 35 partner sponsors and retailers taking part in the campaign. The combined digital power of Flipp and reebee will significantly strengthen awareness, engagement, and support for Make Happy Tummies™ nationwide.
“Flipp is proud to stand alongside Make Happy Tummies™ and industry partners dedicated to ensuring children have access to nutritious breakfasts every day,” says Garrett Royds, Senior Vice President – Business Development & Partnerships at Flipp. “By leveraging our digital reach, we can help bring national visibility to the urgent issue of childhood hunger while empowering Canadians to support a cause that strengthens their communities. Together, we’re helping build meaningful momentum for families across the country.”
“We are thrilled to welcome Field Agent, Flipp, and reebee to the Make Happy Tummies family™,” says Simon Small, Executive Director, The Grocery Foundation. “The momentum behind this campaign continues to grow, and support from these industry partners is truly invaluable. Their contributions—whether through shopper engagement, measurement, or digital amplification—are helping ensure more children across Canada start their day with the nutritious breakfast they deserve.”
ABOUT THE GROCERY FOUNDATION
Founded in 1979, The Grocery Foundation supports organizations that provide healthy food to school-age children in need, promoting the physical and emotional well-being of millions of children across Canada. The Foundation unites retailers, manufacturers, and industry partners to advance its vision: no hungry children at school and ensuring all students have access to nutritious foods.
Key initiatives include the annual Night to Nurture Gala, the Make Happy Tummies™ fundraising platform, and a Voucher Program that delivers significant savings to student nutrition programs. Since 2017, the Foundation has enabled over 17.4 million meals and provided savings exceeding $6.7 million. The Foundation also supports leading e-mental health services through collaborations with Kids Help Phone.
ABOUT FIELD AGENT
Field Agent helps brands and retailers see and understand what’s happening on shelves and in stores, anywhere, anytime. From in-store audits and mystery shops to product trials, reviews, and shopper surveys, Field Agent delivers fast, affordable, and reliable data to help companies win at retail. With over 323,000 agents across Canada and industry-leading technology, Field Agent turns everyday shopper observations into actionable results.
ABOUT FLIPP OPERATIONS INC.
Flipp is a technology platform reinventing how people decide what and where to buy. Over 1,600 major retailers and brands in North America use the Flipp platform to create, curate, and distribute digital visual merchandising experiences and savings content to more than 100 million high-intent shoppers every week. Households rely on Flipp as their primary tool to decide what to buy and where to buy, saving an average of $45 weekly.
In 2024, Flipp joined forces with Shopfully, the European leader in digital drive-to-store marketing, expanding its reach to over 400 million households across 27 global markets. Together, they are shaping the future of digital retail marketing, helping retailers and brands connect with shoppers in more meaningful, measurable, and impactful ways. For more information, visit corp.flipp.com/fr.
For more information, contact:
Gabby Nobrega
gabby@groceryfoundation.com