The Taste of the Danforth festival began in 1994 and is now one of the largest street festivals in Canada with an average of 1.6 million attendees every year. Taste of the Danforth is a philanthropic event that benefits the local community. The festival combines food, culture and music in which the profits are donated every year to organizations such as Michael Garron Hospital, Greek Students Association of York University, SickKids Foundation, Princess Margaret Cancer Foundation, and The Greek Community o
Organized by the Greek Town BIA, which is a not-for-profit organization, the team at Taste of Danforth sought to have the participation of different companies through sponsorship which would help to generate revenue for the event and build lasting relationships with their partners and participants. The challenge was finding the right businesses to work with.
With the challenge accepted, the Cosmos team got to work reaching out to businesses and brands in and around the GTA who they thought might be interested in being a part of the event and whose values and goals best fit those of the Taste of Danforth.
Cosmos Sports & Entertainment was able to partner with Canada Dry Mott’s and the Meridian Credit Union for the Taste of the Danforth Festival. The companies were able to showcase their brands to millions of people. Motts was able to sample their bloody Caesar mix and Meridian hosted a Kick-to-win campaign which helped to engage participants in a fun activity while also providing brand recognition. Sponsors, local businesses and charities all benefited from the event. This success has continued to catapult the Taste of Danforth as one of the main attractions for people to attend in Toronto in the summer.