The Grid partners with PayPal for Burger Week

The e-commerce company is aiming to connect with the media co's target audience by activating its sponsorship with free burgers at participating restaurants for people with its app.

The Grid has partnered with PayPal for a tasty sponsorship around the magazine’s third annual Burger Week.

Happening from now until Saturday in Toronto, Burger Week features restaurants around the city making burger creations for $5 each. The PayPal partnership means that eight restaurants will be giving out their specialty creations for free if the customer has the e-commerce site’s app on their phone.

PayPal’s head of consumer marketing Kerry Reynolds, tells MiC that the company partnered with The Grid to tap into its readership (which falls between the ages 25 to 49) who are mobile savvy and use their phones to pay for things.

In addition to handing out free burgers, PayPal is also offering $5 off the entry fee, food and drink tickets for this Sunday’s Burger Day at Fort York to people with the app. The PayPal sponsorship was promoted with print ads in The Grid, banner ads on its website, brand ambassadors on site at participating restaurants and social media sharing.

PayPal is activating the sponsorship with Konrad Group on the design and creative, Sugar Media Inc. on event management, Publicis also working on creative, Edelman Canada on social media and MSL Canada on public relations.

Last year there were approximately 50,000 burgers sold during Burger Week, with 42,000 sold on site at Burger Day to about 5,000 attendees, according to numbers from The Grid. This year The Grid is expecting between 5,000 and 6,500 people to Burger Day.