Montreal’s finest in food, fashion and lifestyle joined forces in support of DIESEL’s Pancake Breakfast to raise money for the now international OneXOne foundation. Taking place outside the DIESEL flagship store, pancakes were served up to the public by none other than celebrity chef, Chuck Hughes! In support of ONEXONE’s “Million Meals Movement,” whose objective is to alleviate food insecurity by bringing a million meals to hungry children in North America, Chef Hughes happily shared one of his favourite pancake recipes and was busy pouring batter all morning. This initiative raised enough money to feed 3,500 children a healthy breakfast. 100+ top press including every major broadcast outlet attended, that too at 7:30am! 20+ million impressions were generated in one week with 60 articles released in the first few days following the event.