The archive · Public & Social · Product decision · 2022–2023
La Tablée des Chefs sells 20-label Solidarity Sparkles to fund its food mission
For its 20th anniversary, the Quebec food-security charity bottled a sparkling apple must with 20 collectible labels — each telling one chapter of its history.
La Tablée des Chefs
What it had to solve
La Tablée des Chefs, a non-profit with 20 years of fighting food insecurity and educating young people about food autonomy, wanted to mark the milestone in a festive way while financing its mission.
How it works
La Tablée des Chefs is a Quebec non-profit that has spent two decades fighting food insecurity in two ways: feeding people through its programs and teaching young people food autonomy. As its 20th anniversary approached, the organisation wanted to mark the milestone festively and finance its mission at the same time.
The answer was a product: Solidarity Sparkles, a limited-edition sparkling apple must produced in Quebec, with all profits going to the charity's work. LG2 designed 20 labels for the same drink — each featuring an apple in a uniquely whimsical style, with its own name, a limited colour palette and a QR code leading to the story behind it — so that each label stood for one chapter of La Tablée's 20-year history.
Because no single bottle could tell 20 years at once, the design made the line collectible: the 20 different apples gave buyers a reason to take more than one bottle home, turning every purchase into support for the mission.
Why it lands
- Instead of asking for donations on an anniversary, the charity gave people something to buy whose entire profit funded the mission.
- Twenty labels made twenty years legible — one whimsical apple per chapter — so the packaging itself carried the history.
- The collectible framing turned one cause into a reason to buy several bottles, multiplying the gift.
- A sparkling must suited a festive milestone, pairing celebration with solidarity rather than a sober appeal.
What it did
All profits from the limited run went to La Tablée des Chefs' food-security and food-education programs. The 20-label packaging won a Gold at the 2023 Marketing Awards in Packaging and an Applied Arts 2023 award, and is preserved in D&AD's awards archive.
What you can take
A milestone anniversary can fund itself when the story is made collectible: breaking one narrative into numbered, ownable pieces turns a single donation moment into repeated small purchases.
Since then
Solidarity Sparkles was created around La Tablée des Chefs' 20th anniversary — the organisation was founded in Quebec in 2002 — with LG2 designing the labels and the launch strategy. All profits financed the charity's food-security and food-education programs. The 20-label packaging won a Gold at the 2023 Marketing Awards in Packaging and an Applied Arts 2023 award, and remains in D&AD's awards archive as a packaging example.
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