Toronto agency Bob’s Your Uncle has emerged the winner of a three-agency bout to be the pro-bono agency of record for food-rescue organization Second Harvest.

The shop is charged with helping define the brand of the 28-year-old non-profit, increasing awareness about food rescue and supporting the organization’s major fundraising campaigns, its summer food-tasting event Toronto Taste and corporate fundraising event Lunch Money Days, which kicks off in February.

Bob’s Your Uncle CEO Bob Froese says to expect a “dramatic overhaul” to the Toronto-wide Lunch Money Days campaign (which traditionally sees organizations sign up to run fundraisers in support of Second Harvest) and to communications for the Toronto Taste culinary event, which will take place next June.

Froese says the account was a good fit for his shop since it works with clients in the food and food services industry, including Catelli Pasta and Applebee’s. He adds that agency staff felt passionate about Second Harvest’s mission to deliver fresh food such as vegetables and meats.

“We’re all familiar with the concept of dropping our tins and processed packages in the basket at the grocery store but it really doesn’t address the need of fresh food that everyone should have a right to,” Froese says.

Second Harvest had worked with Top Drawer Creative on its fundraising campaigns for the past four years but this is the first time the organization is working with an agency to develop its overall brand, says Tonia Krauser, Second Harvest’s director of communications.

Photo: Bob’s Your Uncle CEO Bob Froese takes a seat in a Second Harvest delivery truck.