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Mr. Beaver’s Yule Log
For the 6th year in a row, IGA is kicking off the holiday season with a traditional Christmas tale, Mr. Beaver’s Yule Log, with creative agency Sid Lee. This year’s tale highlights an essential theme of the holiday season: the importance of sharing and the feeling we get when we do so, with a grandfather telling Mr. Beaver’s story to his grandchildren. Yule Logs available for purchase at IGA to benefit people in need To make this wonderful story of sharing a reality, IGA and Sid Lee are launching a new initiative: the Yule Log of Generosity, the first ever Yule Log payable 100% by donation to La Guignolée, to help feed families in need. IGA is stepping up support of La Guignolée by adding Mr. Beaver's Yule Log to holiday season fundraising initiatives in grocery stores. The creative agency sweetened the tale by connecting it to other initiatives in this year's storytelling universe. In stores, Mr. Beaver will be inviting customers to celebrate the holidays with his Yule log, and above all, help them experience the real pleasure of sharing.
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