Friday, May 30, 2025 (Thunder Bay, ON) – United Way of Thunder Bay’s most mouthwatering fundraiser is getting a fresh new look — and a new name to match. What began as Novemburger in 2019 will now be known as the Ultimate Burger Battle, a rebrand unveiled earlier today at Sleeping Giant Brewing Co. Last year, nine other United Ways across Canada held their first ever Novemburger, taking the event national. With this expansion came the need for a more flexible, inclusive brand that works in every community, regardless of the calendar.

United Way East Ontario is one of the United Way partners that introduced the event in their region last year, led by Senior Director, Marketing, Kate Kennedy.

Says Kennedy; “It’s been a delight working collaboratively on this rebrand with United Ways across Canada. The Ultimate Burger Battle allows for more flexibility as United Way locations can now run this event at times of the year that better suit their calendars, markets, and fundraising strategies. We look forward to battling it out across Canada as we indulge in the best burgers in the country!”

While the name has changed, United Way of Thunder Bay promises the same delicious experience that fans have come to enjoy since the first event in 2019. Burger fans across the region can look forward to another month-long celebration this November, featuring returning favourites and exciting new additions.

“We’re really excited to introduce this update to burger fans across the region,” says Ultimate Burger Battle Chef de Mission, Erika Mikkola. “While Novemburger will always hold a special place in our hearts, we’re heralding in a new era, filled with opportunity. We’re keeping everything our fans love, and introducing new ways to get involved. Bring on the Ultimate Burger Battle!” 

The new name reveal comes just as the campaign is beginning preparations for its seventh year in Thunder Bay. Last year, the event brought in over $130,000 to United Way of Thunder Bay, making it the biggest year thus far.

United Way of Thunder Bay CEO, Albert Brulé, remarks that while the name change may take some time to get used to, the heart and soul of the event will always be about giving back to the community.

“This year’s event promises big flavour, and even bigger impact,” says Brulé. “Every dollar raised during the Ultimate Burger Battle goes towards supporting food programs right here in Thunder Bay and across our region. Together, we can help Nourish the North, providing food security to those in need. It’s the tastiest way to give back! So, grab a napkin, loosen your belt, and help us take a bite out of poverty — hopefully several bites! After all… it’s for charity!”

The Ultimate Burger Battle launches November 1st and runs until November 30th. More news and updates to come.