Commuters coming into Toronto’s Union Station got an extra boost this morning from Quaker Canada and Olympic gold medalist Alexandre Bilodeau.

The activiation at Toronto’s Union Station featured branded breakfast stations and roving promotional teams inviting passersby to meet Bilodeau and grab a warm breakfast as part of the launch of the new ‘Unlock Amazing’ initiative.

‘Unlock Amazing’ is the PepsiCo brand’s latest CSR effort, a Facebook-based campaign in which consumers are asked to create a virtual breakfast bowl. Quaker Canada has committed to donating one million bowls of oatmeal to Food Banks Canada as part of the initiative, but will double it to two million if 25,000 virtual bowls are created online. Consumers can support ‘Unlock Amazing’ at the Quaker Canada Facebook page, or Quaker Quebec Facebook page.

The campaign will also be promoting the company’s Hearty Medleys line of oatmeal.

Today’s event is being followed by a similar event in Montreal tomorrow morning. Both are part of a larger campaign that includes TV spots asking viewers, ‘Does your breakfast make you amazing?’ and pushes to the Facebook pages.

Online, 15-second spots will feature Bilodeau telling viewers about the campaign. That will be complemented by banner ads and Facebook ads.

Quaker is tapping into its existing morning show partnerships to feature the event on Breakfast Television and Salut Bonjour.

Toronto-based Juniper Park handled the creative and digital and the Toronto office of OMD handled media. Praxis PR, based in Mississauga, planned and executed the events.

The campaign is targeted at moms with young children and runs until the end of March, when the donation (one of many the company will make through the year) will be made to Food Banks Canada.