Second Cup Guests Share a Cup of Kindness with New Salvation Army Partnership

TORONTO, Nov. 22 /CNW/ – Second Cup® is thrilled to announce a newly established partnership with Salvation Army Canada, to support individuals in need during this special time of year. Effective November 29, 2010 guests can purchase a limited edition $3 gift card (while supplies last), and a contribution in appreciation of gift card purchases will be donated to the Salvation Army.

States Natasha Mackow, Director of Marketing Communications, Second Cup “We are very proud to partner with such an important charitable organization this holiday season, and look forward to a prosperous campaign nationwide to help individuals in need.”

“The Salvation Army is extremely grateful for the support of Second Cup and its patrons,” says Graham Moore, Territorial Secretary for Public Relations and Development of The Salvation Army in Canada. “Every time somebody purchases a gift card, they can do so with the knowledge that they are helping to restore hope and dignity to thousands of vulnerable Canadians.”

3 million Canadians currently live without access to everyday resources such as food, clothing and shelter. Second Cup cafes nationwide will support this campaign in-cafe and with select national media throughout the month of December. To find a location near you or for more information, please visit www.secondcup.com.

About Second Cup®
Founded in 1975, Second Cup® is Canada’s largest specialty coffee franchisor, operating more than 340 cafes across the country. As a proudly Canadian company, Second Cup celebrates its franchisees’ local ownership, and prioritizes the support of local businesses through daily deliveries from neighbourhood partners. Committed to coffee integrity all 5,000 associates of Second Cup are Trusted Coffee Experts® who sell 1,000,000 fairly traded coffee and tea beverages every week. For more information, please visit www.secondcup.com.

About The Salvation Army
The Salvation Army is an international Christian organization that began its work in Canada in 1882 and has grown to become the largest non-governmental direct provider of social services in the country. The Salvation Army gives hope and support to vulnerable people today and everyday in 400 communities across Canada and more than 120 countries around the world. The Salvation Army offers practical assistance for children and families, often tending to the basic necessities of life, providing shelter for homeless people and rehabilitation for people who have lost control of their lives to an addiction. When you give to The Salvation Army, you are investing in the future of marginalized and overlooked people in your community. News releases, articles and updated information can be found at www.SalvationArmy.ca

For further information:

For further information regarding Second Cup please contact:

Natasha Mackow
Director, Marketing Communications; The Second Cup Ltd.

T. 905-362-1818 (ext. 1557) E. nmackow@secondcup.com

For further information regarding The Salvation Army please contact:

Andrew Burditt
Territorial Public Relations Director; Headquarters for Canada & Bermuda. The Salvation Army

T: 416-422-6208 E : andrew_burditt@can.salvationarmy.org