Burnt toast
Okay, so not everyone has the cultural currency of legions of Canadians who associate the phrase "Dr. Penfield, I can smell burnt toast" with their childhood.
But non-profit Historica Canada has provided a master class in how to put the "fun" in fundraising.
The maker of the Heritage Minutes that helped teach Canadian history to a TV-obsessed generation is capitalizing on the nostalgia of its strangely popular educational vignettes. Historica's website is currently selling sets of colourful buttons featuring phrases from some of the best-known Minutes, designed with branding firm Spotvin Inc. Buttons phrases include "But I need these baskets back," "Ma mère me l'a dit," "Now the people will know we were here," and of course, the famous line about burnt toast. Considering the Canadian link to basketball history illustrated by the first phrase, it seems there could be a natural partnership for the non-profit and a certain local team – are you listening, Raptors marketing executives?