MadeGood is looking to give teachers a helping hand, and the brand is accepting nominations to help it fund school supplies that more often than not are out of pocket expenses.

The maker of allergy-friendly, better-for-you snacks is unveiling its “Share Some Good Fund,” which will award $200,000 to 1,000 teachers across Canada. The initiative is informed by Elementary Teachers Federation of Ontario (ETFO) insights that 52% of teachers spend over $250 of their own money on school supplies and other items their students need to succeed, putting strain on educators to provide for their students.

There are prominent retail calls to action to visit the Share Some Good microsite for those interested in nominating a teacher in their life for the chance to win.

“We all know how crucial education is for our children and the amount of effort our teachers put into ensuring students succeed,” says Nicole Bleiwas, VP of marketing at Riverside Natural Foods, parent company of MadeGood. “Our way to give back is to pay it forward.”

Ideation around supporting teachers, is the brainchild of MadeGood, Craft PR and Nashville/New York-based agency of record Confidant.

Point-of-sale components, designed by MadeGood’s growing internal team, include floor displays, tent cards and shelf blades that are now in-stores across Canada and the U.S. The brand is heroing a variety of products, including core SKUs like the chewy granola bars, but also the “minis” format, as well as cookie and cracker products.

“We are across the country,” Bleiwas says, including grocery, mass, Costco, Walmart and natural food banners nationally. It’s all about meeting consumers where they are, and it’s a great opportunity to bring visibility to the program in-store, particularly around back to school and parents being more aware of those affected with food restrictions.

The benefit of MadeGood, Bleiwas says, is that “it can be shared with all and that it tastes delicious.”

“Parents will sometimes buy products for their kids, and what we heard is, ‘I am eating them myself,'” Bleiwas says.

The shopper outreach is part of a broader 360-degree effort to bring to life MadeGood’s new brand platform, “Highly Thoughtful Snacks,” which began this year by spotlighting real stories of people who deal with food sensitivities and how MadeGood, an allergy-friendly snack, can contribute towards making any snacking moment more inclusive.

For this latest campaign, the brand is also targeting the Quebec market more heavily, both with its retail footprint but also by working with Quebec actress Marie-Chantal Perron as spokesperson.

To coincide with the launch, MadeGood also released new ads featuring Shani Dowell, an educator and founder of Tennessee-based educational software brand Possip.

Ads are currently running nationally in Canada, and in the top 20 markets in the U.S., with the broader campaign including programmatic display and video tactics, along with paid social and search.