As part of its CSR strategy, Coca-Cola is bringing back its Holiday Caravan and launching a Canada’s Kindest Community contest.

The brand’s Red Coca-Cola truck – which will be accompanied by Santa and elves and is travelling cross-country – is part of an initiative asking Canadians to share stories of kindness from their community for a chance to win a $50,000 donation for a local non-profit, supported by Community Foundations of Canada, and receive a 2025 Holiday Caravan experience. Nominations can be submitted online via the Coca-Cola Holiday Hub, or through QR codes found at local Holiday Caravan stops and select retailers until Jan. 6.

“Coke Canada Bottling’s mission is to deliver optimism and create a better future for our customers, consumers and communities,” says Todd Parsons, CEO of Coca-Cola Canada Bottling Limited. “By uniting the Coca-Cola Holiday Caravan and Canada’s Kindest Community Contest, we connect the joy of the holiday season with making a meaningful difference in the communities where we operate.”

Parsons tells strategy the initiative is being supported by a robust marketing strategy across strategic channels, including 16 Coca-Cola trucks featuring the campaign and hundreds of Coca-Cola Holiday Caravan experiences across Canada.

There is also “extensive content” across Coca-Cola social platforms (see, above), a website, a national paid campaign with Buzzfeed and Narcity, an earned media strategy including local community outreach across traditional and digital platforms, and inclusion in the national, Coca-Cola holiday TV spot in Canada, which includes promotion for Canada’s Kindest Community.

Additionally, Canadians will also see Canada’s Kindest Community in grocery retail locations across the country and across Walmart, Loblaws and Sobeys online platforms. The Walmart program has omnichannel support which includes in-store POS, shelf blades, digital marketing and flyers, offsite banners and TV walls.

“We also drive engagement and promotion via our hundreds of employee volunteers, who run the Holiday Caravan events across the country and are passionate advocates for the program, in addition to driving awareness and engagement through key local stakeholders and elected officials across the country,” Parsons says.

The Coca-Cola Holiday Caravan ends in Vancouver on Dec. 22. Salt XC is behind the creative and experiential, Weber Shandwick Canada is managing public relations, Atlanta’s IfThen is responsible for digital and DJA is leading contesting.