#Novemburger: Chef's Kiss (Just Ask My Mom!)

United Way of Thunder Bay’s Novemburger is what happens when cause marketing meets creative genius. Originally launched in 2014 in Hamilton by an independent group dedicated to supporting local charities, Novemburger found new life when United Way of Thunder Bay brought it to the local community and made it their own. This isn’t your run-of-the-mill “buy this to save that” campaign. You know the ones—“Buy this branded tote bag and we’ll donate 10% to charity.” Novemburger is so much more than that. It’s next-level brilliance—a cause-marketing campaign that’s as juicy as the burgers it inspires. 

The concept is simple: restaurants whip up limited-time burger creations, and diners devour them while raising money for United Way. It’s not just a good cause—it’s a delicious one. And the execution? Chef’s kiss!

A Recipe for Success

Here’s how it works:

• Local restaurants (this year, more than 40 of them!) compete to create the most mouthwatering, Instagram-worthy burger.

• Hungry participants grab a “passport” to track their burger-eating adventures.

• The ultimate foodie challenge? Try every burger in town and earn a shot at becoming next year’s Novemburger Ambassador. (Because who wouldn’t want the honour of being the local burger king/queen?)

It’s competitive. It’s compelling. It’s everything a campaign should be. Even local favourites like Sleeping Giant Brewery joined the fun with their special non-alcoholic Novembrewger brew—perfect for washing down your burger haul.

And if you want to see the buzz for yourself, just search the hashtag #Novemburger on Instagram—it’s everywhere.

Even the Thunder Bay Mayor is in on the action. Pictured top right.

Crowdsourcing Marketing? Brilliant.

Here’s the real genius: the restaurants aren’t just participants—they’re promoters. Every participating eatery uses its own social media to hype up their burger creations. What does that mean for the campaign? Tons of buzz, massive reach and endless user-generated content.

Add in hashtags, brand ambassadors and reviews plastered all over local news outlets too, and suddenly you’ve got Novemburger showing up in every Thunder Bay resident’s feed. It’s multi-channel marketing at its finest—earned, owned, paid and social all working in perfect harmony.

Burgers, Buzz and Big Impact—Just Ask My Mom!

This campaign isn’t just about piling toppings on buns—it’s about supporting the local economy and a great cause. Participating restaurants see a boost in traffic, diners get to chow down on limited-time creations and United Way raises critical funds. It’s a win-win-win.

But let’s be honest: the real magic is in the engagement. Thunder Bay folks don’t just participate—they get into it! They debate the best burgers, snap endless photos and flood their social media feeds with reviews. And the result? The kind of local buzz most campaigns could only dream of.

When my 70+ year-old mom is hyped about your campaign, you know you’ve nailed broad appeal. Too bad I’m currently on a 12-day herbal cleanse, subsisting on leafy greens and nuts while reevaluating my life choices. A detail my mom either forgets—or flat-out ignores—as she keeps urging me to go out for a Novemburger. Tempting, but I don’t think kale pairs well with a double stack and fries.

From Thunder Bay to Nationwide Fame

Novemburger is so successful that United Way of Thunder Bay is helping spread it to nine other United Way locations, including East Ontario, Fort McMurray and Wood Buffalo, Guelph Wellington Dufferin, Hastings & Prince Edward, Leeds & Grenville, Oxford County, Sarnia-Lambton, Simcoe Muskoka and Waterloo Region Communities.

Collectively, across these 10 communities, there will be approximately 150 participating restaurants and over 60 ambassadors taking part in the 2024 campaign. That’s right—what started in Hamilton, grew in Thunder Bay with United Way, and is now becoming a national phenomenon.. And why wouldn’t it? The formula is perfect:

• Community engagement? Check.

• Support for local businesses? Check.

• A great cause? Double check.

• Mouthwatering burgers? Triple check.

Verdict: A Butter Landing (New to the blog? My tomatometer is explained here.)

This is cause marketing done right—a true butter landing, like an Airbus A380 touching down softly on a perfect bluebird day (a breathtaking feat that challenges your understanding of what’s possible). It’s creative, strategic, engaging and downright fun. Novemburger proves that when you mix a great cause with clever strategy (and a side of fries), you get a campaign that’s not just effective—it’s next-level. 

Check out the campaign for yourself at Novemburger Thunder Bay. Now, excuse me while I map out my post-cleanse burger passport for late November.

—Brock

Feeling Inspired?

Looking for fresh, creative marketing ideas? Hit me up. I know how to build campaigns that get noticed and deliver results. I’ve learned from some of the best in the business, working on everything from Coca-Cola to Xbox, Starbucks, Levi’s—even the Real Housewives franchise. Learn more about me and the brands I’ve worked with here. 

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