Media Food Drive, known in French as La guignolée des médias, is a province-wide charitable campaign dedicated to strengthening food security across Québec. Each year, especially during the holiday period when demand for food assistance grows, the organization coordinates a large-scale drive to collect both monetary donations and non-perishable food items. These resources are then redistributed to regional food banks and local food-aid counters so that individuals and families can celebrate the holidays, and get through the following months, with dignity.
Role of Media Food Drive in the funding ecosystem
The campaign occupies a hybrid role between fundraising and grantmaking. It centralizes donations from the public, corporate partners and media-led events, then channels the funds and collected food to a network of regional organizations. The page “Where your donations go” reports that more than $5.6 million was distributed in 2025 alone, with precise allocations listed for many Québec regions, including Abitibi-Témiscamingue, Saguenay–Lac‑Saint‑Jean, Montréal, Québec City and others.
Beneficiary organizations and regional redistribution
Instead of operating food services directly, Media Food Drive partners with established local entities. Its site lists "Organismes bénéficiaires" and links to region-specific pages (e.g. Saguenay–Lac‑Saint‑Jean, Outaouais, Laurentides) where the local food banks and community organizations that receive support are identified. Partner supermarkets and companies help route donated food to local food-aid counters, which in turn redistribute items and assistance to people in need.
History and evolution of the campaign
The first edition of La guignolée des médias took place in 2001 in Montréal, bringing together 16 media outlets under a common cause. In 2002, additional regions such as Québec, Saguenay, Gatineau and Trois‑Rivières joined the drive. The amount collected first surpassed one million dollars in 2003. By 2006, the collection covered the entire Québec territory. In 2015, the campaign passed the three‑million‑dollar mark, and in 2020 an emergency campaign responding to the economic impacts of COVID‑19 raised 1.2 million dollars. The organization marked its 25th edition in 2025.
Publics served and overall impact
Through its redistribution of food and funds, Media Food Drive supports families, individuals and vulnerable populations who rely on local food-aid services. Media partners lend visibility and logistical support, while corporate sponsors such as grocery chains provide drop-off points and distribution capacity. The campaign’s impact pages share stories and videos that illustrate how the collected resources translate into concrete help on the ground, highlighting both the solidarity of donors and the essential work of front-line organizations that receive this support.