Newell Brands is proud to spotlight the remarkable success of Sistema® Canada's “Love Your Lunch” campaign, an initiative that earned industry accolades and sparked meaningful conversation across Canadian schools and homes.

Launched in the lead-up to the 2024 back-to-school season, “Love Your Lunch” was born from a deeply personal moment: a team member’s daughter experienced lunchbox shaming at school. This incident, where a child was made to feel embarrassed about the food she brought from home, catalyzed a broader realization—many children face similar experiences, especially those from diverse cultural backgrounds.

Sistema, a trusted household name known for blending functionality with everyday convenience, responded with a campaign that championed acceptance and pride in one’s cultural identity. “Love Your Lunch” encouraged children to embrace the foods they love, regardless of how different or unfamiliar they may seem to others. The campaign’s centerpiece was Love Your Lunch Day, held on September 19, which invited families, educators, and students to stand against lunchbox shaming and celebrate food inclusivity.

This campaign exemplifies Newell Brands’ commitment to purpose-driven brand storytelling. Jenny Leach, Vice President and General Manager of Newell Brands’ Canadian business, emphasized that the initiative aligns with our standards of innovation and community impact. “We realized this was something many kids experience,” Leach said. “Through ‘Love Your Lunch,’ we’re not just selling lunchboxes—we’re helping create safer, more inclusive environments for children.”

The campaign was executed in partnership with Zeno Group and supported by Rainbow Plate, a social enterprise specializing in food literacy. Together, they developed downloadable resources for parents and educators, including conversation starters, classroom activities, and tips for identifying and addressing lunchtime bullying.

Research conducted for the campaign revealed that 26% of Canadian parents reported their children had experienced lunchbox shaming, disproportionately affecting children from diverse backgrounds. These findings underscored the urgency of the campaign and its potential to drive change.

Amplified through paid social media, media relations, and grassroots engagement, “Love Your Lunch” resonated widely and culminated in a petition to make Love Your Lunch Day an officially recognized day in Ontario. The campaign’s success was further validated when it received recognition at the 2025 SABRE Awards, celebrating excellence in public relations.

At Newell Brands, we take pride in building brands that lead with purpose and resonate with consumers across generations. Sistema’s “Love Your Lunch” campaign is a shining example of how thoughtful, inclusive storytelling can elevate a brand’s purpose and positively impact communities. Stay tuned as we celebrate Love Your Lunch Day in 2025!