toasts its homepage

Microsoft Canada promotes the new look of with a campaign benefitting Canadian children.

Microsoft Canada wants Canadian consumers to think of its newly redesigned website,, the same way they do breakfast – as the best way to start the day.

As such, the company has teamed up with long-time charitable partner the Boys and Girls Club of Canada to donate one free breakfast for every person who resets their homepage to The goal is to reach 100,000 homepage resets by the end of the campaign in May.

The campaign is targeted at men and women aged 18 to 44 and is supported with a media buy from Universal McCann featuring creative from the Toronto and Montreal offices of Taxi. It includes banner ads across Microsoft’s online properties, The New York Times’ Canadian inventory and a recently launched Facebook page for Details are still being worked out for an offline portion of the campaign to roll out in May.

The Facebook page features a “Get Toasted” app where consumers can have their photo put on a piece of bread and share it on their profile. developed the campaign to highlight the changes to the redesigned site, says Jackie McGee, senior marketing manager, Microsoft Canada.

“We launched our last large-scale campaign in 2009 when MSN separated from Sympatico but this one is new in the sense that the look and feel of has changed significantly,” she says.

“We want people to see this campaign and understand [the website] has changed.”