Pulling Together for Good: SponsorPulse at the Second Harvest Truck Pull
The SponsorPulse team joined the 7th annual Second Harvest Truck Pull Challenge in support of food rescue, community impact, and the power of collective action — helping raise awareness for an initiative that will provide over 1 million meals to Canadians in need.
Last week, some of the SponsorPulse team stepped out of the office and into Nathan Phillips Square to take part in the 7th annual Second Harvest Truck Pull Challenge.
This year’s event will help Second Harvest provide more than 1,000,000 meals to people in need while also preventing harmful greenhouse gas emissions by rescuing good food from ending up in landfills.
It’s exactly what it sounds like - teams of 10 competing to pull a 20,000‑pound delivery truck as fast as possible. A test of strength, yes, but even more a test of teamwork, all in support of Second Harvest’s work rescuing and redistributing food to communities across Canada.
And for the record…we showed up strong. Our team pulled the truck in 17 seconds, earning second place in our wave - not bad for a group better known for insights than brute strength.
Why Showing Up Matters
Volunteering in Canada isn’t niche - it’s part of who we are. Nearly 7 in 10 Canadians (69%) engage with at least one cause each year, and participation in charity events continues to grow - up to 29% in 2025, a 1.6x increase since 2019.
That kind of momentum shows up in moments like the Truck Pull. It’s not just about awareness, it’s about participation.
Because behind every event, every pull, every cause - there are people making it happen. In fact, 24 million Canadians contribute their time in some form, adding up to billions of hours of volunteer support each year.
Events like this make that impact tangible. They turn intention into action - and remind us how powerful it is when people come together around something that matters.
More Than a Moment
What stood out most yesterday wasn’t just the challenge itself, but the energy around it - teams cheering each other on, a community rallying together, and a shared commitment to making a difference.
That’s something we think about a lot at SponsorPulse. Not just the insight behind connection, but the people behind it.
