Baskin-Robbins launched Friday a month-long campaign to raise funds through the SickKids Foundation for The Hospital for Sick Children. Franchises from the greater Toronto area participate in the event.
The "Cakes for the Community" fundraising introduced limited edition heart-shaped caked decorated with the hospital's teal or blue with white details. The cake sells for $14.95 each, and during the duration of the charity, 31% of the sales excluding tax will go to SickKids. The cakes can be customized depending on the buyer's preference. They can choose from Baskin-Robin's extensive line-up of ice cream flavor for the cake.
"The funds raised over the course of our 'Cakes for the Community' campaign will help SickKids in its important work to improve the health of children across the Greater Toronto Area and throughout the country," said Rick Woods, the ice cream brand's Vice President of Operations in Canada and the U.S.
The franchises joining the fundraising also collect in-store donations all throughout September, to be given to the foundation. The guests who give donation are given a decorative paper cake which they can sign with their names. These paper cakes will be displayed in the corresponding neighborhood stores. This serves as a visual representation of the camaraderie within the community who participate in the charity's objective.
SickKids Foundation CEO and President Ted Garrard said, "The support we receive from corporate partners like Baskin-Robbins helps make our work in improving the lives of children possible."
In 2013, Baskin-Robbins held a similar event for SickKids, Cones for the Community. The campaign raised $50,000 for the foundation, and they hope to exceed last year's total for this year's fundraising.
SickKids Foundation is established in 1972 to help raise funds for The Hospital for Sick Children. As of 2013, the foundation has already invested $129.3 million in the research, learning, and care in child health.
