Toronto-based Pizza Pizza has launched a smile-shaped pizza to raise funds in support of its Slices for Smiles program and children's hospitals throughout Canada.
The 10-inch half pizzas, composed of eight slices of pepperoni, will be available at Pizza Pizza locations from April 25 to May 1, with a portion of the proceeds going toward the company's Slices for Smiles Foundation.
The Slices for Smiles program began in October 2007 and has raised more than $595,000 for children's charities.
Pizza Pizza is inviting customers to make donations to the program through online orders and via its call centre. The company will match these funds to a maximum of $10,000.
Customers also will have the opportunity to support the campaign by texting "MIRACLE" to 45678 to make a $5 donation to Children's Miracle Network.
"Helping to improve the quality of life of Canadian families, and children in particular, is a part of our culture, corporate objectives and even our training programs," said Pat Finelli, chief marketing officer for Pizza Pizza.
Fundraising events will take place during the week of April 25 at select hospitals and Pizza Pizza locations across Canada. The events will feature activities for kids and athlete appearances. The company hopes to raise more than $100,000 with a similar fundraiser happening in October, during National Pizza Month.
Children's Miracle Network supports research, specialized equipment purchases, education programs and treatment at children's hospitals across Canada.