Pizza Pizza will donate proceeds from the sale of both medium cheese pizzas and cheese slices on that day to Big Brothers Big Sisters through the newly-formed 'Slices for Smiles Fund' - a programme that will focus on raising funds to help children.

At participating Pizza Pizza restaurants, a cheese slice will be offered for $1.75, a $1.10 discount, and a medium cheese pizza for $5, a $2.75 discount with a portion of proceeds going to the 'Slices for Smiles Fund'.

"We're aiming to raise over $25,000 in this initial fundraiser on October 17," said Pat Finelli, chief marketing officer for Pizza Pizza. "Through Slices for Smiles, we hope to partner with organizations that provide fundamental building blocks of life - education, healthcare, nutrition and social support - to children, nationally and globally, enhancing their potential to achieve a better quality of life."

This is the first such partnership with Big Brothers Big Sisters Canada.

Big Brothers and Big Sisters is an organization that provides direct service to more than 23,000 children by matching them to adult volunteers in quality mentoring relationships.

"This year, Pizza Pizza is celebrating its 40th anniversary and we wanted to do something special to commemorate this milestone during national pizza month," said Finelli.