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06/14/2022

Federal MPs choose Hill’s Top Treats

Effective advocacy is telling a story.  Seeing is believing. Sampling is engaging.
Anne Kothawala
President & CEO, CICC
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Postcard from CICC campaign targeting decision makers on Parliament Hill
Postcard sent to MPs (supplied)

We told our story and federal decisionmakers listened.

CICC’s Top Treats initiative was a resounding success in terms of grassroots advocacy.

The industry represents both small business as well as larger corporations.  That’s why communicating the importance of the convenience channel to communities across Canada as well as the national economy is at times, challenging.

It's easy for our nation’s lawmakers to become so focused on the daily issues facing our country that they can easily forget the simple joy of entering their local convenience store.

As an industry association, one of our most critical roles and tasks is to represent our various interests before the governments who have such an influence on our business.

Effective advocacy is telling a story.  Seeing is believing. Sampling is engaging.

Nevertheless, the “corner store” is a vital part of the way of life for residents in communities from coast to coast to coast. And that’s what we wanted to communicate to our federal MPs–we’re in Canada’s corner and on your corner.

The local corner store is there for Canadians. We saw it in spades during COVID where the word convenience took on new meaning. We became essential. And thanks to our frontline workers, our distributors, and the manufacturers who sell goods in our channel, despite supply chain challenges, we kept our shelves stocked.

But there’s another side to the more utilitarian role of the convenience store where you go and buy milk late at night. It’s also the place you go to get a treat, to feel that nostalgia of your childhood, a place to get a pick me up while working long hours.

When CICC staff were conducting meetings with senior staff in Ottawa, without exception, they all had their favourite go to store where they went to get their favourite treat. So why not bring a small sample of convenience store items directly to MPs and their staff?

That was our goal in sending 338 boxes to every riding in every corner of Canada. We wanted to give MPs and staff a taste and feel of the products that are sold in stores on street corners in their regions so they better understand who we are and what we do.

Parliament Hill’s Top Treats saw federal politicians sample and vote for their favourite products in four categories–Chocolate/Confectionary, Snacks, General Merchandise as well as Made-in-Canada. Voting closed May 30th

Parliament Hill’s Top Treats winners

General Merchandise: BIC 4-Colour Ballpoint Pen

Made in Canada: Twigz Craft Pretzels

Snack: KIND Snacks Caramel Almond Sea Salt Minis

Chocolate and Confectionary: Mondelez Caramilk Salted Caramel Bar

Effective advocacy is all about building influence via public awareness of the convenience channel and its role in our communities. This initiative fits well into CICC’s strategic goal to champion the convenience industry’s role in our communities and work for a business environment where all convenience businesses can succeed.

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