Streetsmart empowers Vancouver diners to give back.
Streetsmart engaged Yulu PR to build awareness around their concept of doing good while dining out.
STREETSMART Canada is an organization that invites diners to add a dollar or more to their bill at participating restaurants. The entire donation is then given directly to local food banks. In its sophomore year, the organization wanted to raise awareness of the program and its beneficiaries, attract new restaurant partners and increase diner participation.
Yulu leveraged the participation of several high-profile Vancouver chefs to help introduce the organization to the public and expand its reach. Fable’s Trevor Bird delivered a speech at STREETSMART’s Vancouver launch event and participated in a segment on CTV Morning Live with chairman Ron Josephson. Chambar’s Nico Schuermans did a live chef demo on Global Morning News to discuss his restaurant’s motivation for participating in the program.
Yulu’s media relations efforts yielded coverage that reached an audience of over 30 million. STREETSMART added several new partners over the course of the campaign and was able to meet its goal of 50 partner restaurants. Notable coverage included CTV Morning Live, Global Morning News, Victoria Times Colonist, Westender and the Georgia Straight.