top of page
The secret menu
Migrant Workers Alliance
More than 60,000 migrant farmworkers come to Canada every year to harvest the food we eat. Unfortunately, these workers often face exploitation, unsafe conditions, and even lose their lives on the job. Yet this issue remains hidden to most Canadians.
So together with Migrant Workers Alliance we created theSecretMenu.ca and in a guerilla stunt, we stuck 1000's of QR code stickers on restaurant tables across Canada to expose the hidden cost of the food on your table.
With $0 media budget we earned 30 million impressions and increased the web traffic to Migrant Workers Alliance by 1400%. (2023)
Agency: Sid Lee
ECD: Jeffrey Da Silva
CD: Matt Fraracci
Sr. CW: Peter Sreckovic
Sr. AD: Dylan Silvestro
Recognition & Results
$0 media budget. 45 million impressions.
Featured in Toronto Star, CityNews, CTV News, CBC Radio One, AdWeek, Strategy, TheMessage, LBBO
Strategy Awards - Shortlist (2023)
One Show - Shortlist x3 (2023)
bottom of page