VANCOUVER — A&W Canada’s 12th-annual Burgers to Beat MS campaign, in partnership with the Multiple Sclerosis Society of Canada, raised $1.3 million in support of those living with multiple sclerosis (MS).
On August 20, A&W hosted its first-ever Take Out Burgers to Beat MS Day at restaurants across Canada, with $2 from every Teen Burger sold on the day donated to the MS Society of Canada. The special take-out edition of the initiative was launched this year to ensure safety while continuing to make an impact for Canadians living with and affected by MS.
A&W franchisees across the country also hosted creative local activities to help raise funds and awareness for the campaign, including a golf tournament hosted by an A&W franchisee from Ste-Julienne, Que. and a dedicated fundraising website organized by the A&W franchisee and his team from Kenora, Ont.
“It was so inspiring to see communities across Canada rally together to support Burgers to Beat MS again this year, especially given the extra challenges we’re all facing. I want to thank our guests, our franchisees and their restaurant teams for their incredible generosity and unwavering support,” says Susan Senecal, president and CEO, A&W Food Services of Canada Inc.
Christine Sinclair, two-time Olympic medalist and Canadian women’s national soccer-team captain, led Burgers to Beat MS Day for the fourth consecutive year, in honour of her mother, Sandi, who was diagnosed with MS more than 30 years ago. As the campaign’s spokesperson, Sinclair shared her story to help educate and rally Canadians to make a difference.
“My fourth year as Burgers to Beat MS team captain has been an honour,” says Sinclair. “As a country, we’re facing new challenges and it was inspiring to see Canadians embrace this year’s Take Out Burgers to Beat MS Day by celebrating safely with close friends and family while coming together as a nation to raise awareness and important funds for the MS Society.”
In 12 years, the annual Burgers to Beat MS campaign has raised more than $16 million, making A&W the single-largest annual corporate fundraiser for the MS Society of Canada.
“The annual Burgers to Beat MS campaign is one of our largest partner fundraising initiatives and we’re so grateful for Canadians’ dedication to helping us work towards a world free of MS,” says Pamela Valentine, president and CEO, MS Society of Canada. “Canadians affected by MS require more support than ever before, as they face barriers in accessing appropriate care support and financial difficulties due to COVID-19. This year in particular, we’re incredibly proud to see the MS community come together in the most ‘Canadian way’ by making a positive difference to support those in need.”