Case studies


Pass the Plate

Oxford’s Retail team launched #PassThePlate2020 across 10 Canadian shopping centres in partnership with Food Banks Canada. The organization has a goal to raise $150 million to alleviate hunger in Canada, in response to the pandemic. Food Banks Canada represents ten provincial associations, more than 600 affiliated food banks and more than 300 food agencies. The organization serves 85 per cent of Canadians across the country who rely on food banks. Oxford’s commitment comes in response to Food Banks Canada’s “I ATE” campaign urging Canadians to make monetary donations to help raise funds.

As part of the effort to raise money for Food Banks Canada, Oxford launched a social campaign encouraging Canadians to share a video or photo featuring a plate with the hashtag #PassThePlate2020. Oxford donated $5 for every post, equivalent to ten meals, to Food Banks Canada. Canadian celebrities including Canada’s Drag Race contestant Lemon, TV personality Rick Mercer, Kim’s Convenience’s Nicole Power and Andrew Phuong, and actors Dani Kind and Juno Rinaldi shared videos of themselves passing the plate to launch the campaign and encourage others to do the same. Employees and customers could also add donations to an Oxford shopping centre gift card. The campaign raised $210,000.

Our shopping centres play an important role in their communities. It’s important to use this reach to mobilize the wider community to act against increasing food insecurity that’s been accelerated by the pandemic. Pass the Plate inspired donations at a variety of levels, prompting continual action among employees and customers alike.