Happy faces launch this year's Tim Hortons Smile Cookie campaign

There were plenty of happy faces at the local  launch of the Tim Hortons Smile Cookie campaign Monday morning.

As they have for at least the past decade, the funds raised from the week-long sale of Smile Cookies at all Tim’s restaurants in Burlington will be directed to the Burlington Food Bank. The special treats will be available from May 1-7 for $1.50 each. Customers can also support the cause with the purchase of Smile Cookie pins, which are available at the counter for $2.

Restaurant staff and food bank representatives were joined at the Plains Road West Tim’s restaurant by Mayor Marianne Meed Ward and Ward 1 Coun. Kelvin Galbraith to mark the kickoff on May 1. Food bank volunteers also took a turn in the kitchen, helping to decorate the chocolate chip goodies.

According to Burlington Food Bank Executive Director Robin Bailey the annual event raises a significant amount, which helps the agency support clients in need across the city.

“It’s grown like crazy,” he said of the campaign. “For the first couple of years, it raised $20,000 to $30,000; last year it raised $89,700.”

The goal, added Bailey, is to sell 67,000 Smile Cookies this year - which would raise $100,500.

According to franchise owner Cameron Robins, the Plains Road West store sold 1,400 Smile Cookies per day last year, for a total of 9,800 cookies for the 2022 campaign. There are more than 15 Tim Hortons participating locations in Burlington.

According to a press release, the Tim Hortons Smile Cookies campaign benefits more than 600 charities and community groups across Canada and the U.S. Since it began in 1996, the initiative has raised more than $92 million across North America and last year raised a record-breaking $15 million.