Through fall 2024, this initiative will see the Cheestrings logo on each individual product wrapper replaced with the Kids Help Phone 24/7 free, confidential e-mental health service number on the iconic snack to generate awareness of the crisis line. The No Lonely Lunches initiative encourages parents to use the snack as a point of discussion on emotional issues with their own children. Further, the Kids Help Phone-branded Cheestrings also provide children with a means of extending an olive branch to a peer experiencing a lonely lunch by using the snack as a conversation starter or as a simple way to share the important mental health resource.
The Cheestrings survey commissioned by Fuse Insights surveyed 500 Canadian parents with kids between the ages of 10-17. The survey also found:
- Nearly half (46 per cent) of children are feeling less happy about the return to school with 77 per cent of these children saying it's linked to how they get along with classmates and friends.
- Lunchtime was mentioned as the most challenging time of day by nearly half (49 per cent) of children who indicated they are unhappy at school.
- Interestingly, 37 per cent said their child often starts conversations with kids who look lonely, by sharing snacks.
"Back to school can be a difficult time for children, especially during lunchtime," said Elyse Horrigan, Brand Manager, Cheestrings - Ficello. "With the research showing that snacks can be a good icebreaker, Cheestrings is pleased to partner with Kids Help Phone on the No Lonely Lunches campaign that encourages conversation over a Cheestrings snack."
"Peer relationships and isolation are some of the top issues young people are reaching to KHP about. More so, our Kids Help Phone data shows that one in three young people who reach out to our service via text feel distressed at the thought of going back to school," said Jenny Yuen, Senior Vice President, Strategic Partnerships for Kids Help Phone. "Having a safe space to Feel Out Loud can be an important step to showing youth they're not alone. We're proud to launch this campaign together with our partners at Lactalis Canada to help and reduce the stigma of mental health challenges and promote help-seeking behaviour among youth, particularly this back-to-school season."
As part of Cheestrings' commitment to raising awareness of Kids Help Phone, the campaign will also feature online and out of home advertising with eye-catching, thought-provoking illustrations highlighting some of the challenges kids face today. Cheestrings will also donate $100,000 to Kids Help Phone to help ensure young people in Canada continue to have 24/7 mental health support when they need it most.
Throughout the fall, Canadians can purchase the No Lonely Lunches-related Cheestrings at major grocery retailers across Canada. To learn more about Cheestrings' collaboration with Kids Help Phone, visit cheestrings.ca/en/giving-back.
About the Survey
The results from the 'No Lonely Lunches' survey are taken from a national survey of 509 Canadian parents of children aged 8 to 17 years old, conducted by Fuse Insights in August 2024. The survey was conducted in English and French through an online research panel; quotas and weighting were used to ensure the sample of respondents was representative of the Canadian population by age, gender, and geographical distribution. The methodology used means that no margin of error can be applied to these results; a probability-based sample of this size would have a margin of error of +/-4%, 19 times out of 20.
About Lactalis Canada Inc.
With over 140 years of brand heritage, Lactalis Canada is the Canadian dairy leader behind iconic brands Cracker Barrel, Black Diamond, P'tit Québec, Balderson, Cheestrings Ficello, aMOOza!, Astro, Khaas, siggi's, IÖGO, IÖGO nanö, Olympic, Lactantia, Beatrice, Bfit, Enjoy!, Marie Morin Canada, Galbani, and Président. With more than 30 operating sites including 20 manufacturing facilities, the company and its more than 4000 employees are committed to enriching and nurturing the lives of Canadians through its high-quality products, contribution to communities and partnership with farmers, customers, partners and suppliers. Lactalis Canada is part of Lactalis Group, the world's leading dairy company, headquartered in Laval, France. For more information, visit www.lactalis.ca
About Cheestrings
Black Diamond® Cheestrings® are more than just a snack; they're an invitation to play. String it,chomp it, or create your own delicious masterpiece— each cheestring is a blank canvas for your imagination whether you are a kid or just young at heart. Cheestrings® is on a mission to bring back and sustain happiness, not just for today but for generations to come. Cheestrings® are crafted from 100% real cheese, with no artificial colours, flavours, or added preservatives to offer a delicious, wholesome snack that always promises to be fun and nutritious. It's time to play, create, and savour the moments that make life extraordinary.
About Kids Help Phone
Kids Help Phone is Canada's only 24/7 national, e-mental health service offering free, confidential, multi-lingual support to young people. As the country's virtual care expert, we give millions of youth a safe, trusted space to Feel Out Loud over the phone, through text, or in self-directed supports for any moment of crisis or need. The Feel Out Loud campaign is the largest movement for youth mental health in Canada's history - it will raise $300 million to unlock hope for young people to thrive in their worlds. Kids Help Phone gratefully relies on the generosity of donors, volunteers, stakeholder partners, corporate partners and governments to fuel and fund our programs. Learn more at KidsHelpPhone.ca.
SOURCE Cheestrings
Media Contact: For more survey statistic or to arrange an interview, please contact: Madison Gerrie, [email protected], 905-630-8692
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