• by Karlene Lukovitz  @KLmarketdaily, July 1, 2010

The Burgerville QSR chain is using a branded YouTube channel, Burgerville TV, to combine its fresh, local, sustainable food brand message with support of grassroots community efforts that contribute to the accessibility of sustainable food.

The new branded channel is hosted by president/CEO Jeff Harvey, who introduces the brand-posted videos offered. 

In an introductory "Meet the president/CEO" video, Harvey talks about Burgerville's philosophy and explains that Burgerville TV will let customers in on the behind-the-scenes practices and decisions that go into its menu offerings.

Citing the brand's close relationships with the communities it serves and research from The Hunger Project showing that communities can break the cycle of hunger by creating their own sustainable food systems/structures, Harvey also introduces a new Burgerville "Community Champions" program -- the first in an ongoing series of efforts to help create and promote local sustainable food initiatives. Every six weeks, Burgerville TV will feature a different leader of a local sustainability effort, with a video explaining each champion's work and cause.

In addition, Burgerville will work with each project leader to create unique menu items, with a portion of all sales from the items to go toward the respective leader's cause.