CASSIES Bronze: Kraft brings Hockeyville south of the border

The food brand gave passionate U.S. hockey communities a way to show their pride.
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This story appears in the February/March 2016 issue of strategy.

Bronze: Canadian Success on the Global Stage

Situation Analysis:

In early 2014, Kraft USA lacked a truly national program it could leverage to drive sales, so the organization looked to the award-winning Canadian Kraft Hockeyville program. But hockey is not the number one sport in America, so engaging retail partners in all 50 states would not be a “cut and paste” exercise.

Insight & Strategy:

In smaller U.S. communities, sports play a central role and are integral to community life, but passionate hockey communities – small towns and big cities alike – were often left feeling marginalized. By giving hockey towns across America a way to improve the experience of the game in their towns, Kraft would be positioned as the company that feeds the family and fuels a community’s desire to make their arena a better place to play.

Execution:

Launched nationally on Jan. 1, 2015, at the Winter Classic, Kraft Hockeyville leveraged television, social, online, PR, experiential, POS and partnership properties to take “For the Love of Hockey” to local diehard hockey fans coast-to-coast, asking for nominations for the most passionate hockey community in America. Mini documentaries of the top ten finalist communities premiered on NBC at the start of the voting period and continued at Krafthockeyville.com.

Results:

Participation from top 20 retailers, with the exception of Walmart and Target, was achieved, resulting in a 22% lift in quality merchandising points of participating brands during the promotional period. In the Northeast and Central regions, there was an average lift of +72% total Kraft gross revenue for participating brands. Kraft Hockeyville USA enjoyed a return on investment of $1.15 for every $1 invested.

Cause & Effect:

The program garnered over 18,000 essay nominations from all 50 states, attracting over 20 million votes and over 1.2 billion total impressions, an all-time record for a Kraft program anywhere. Sales in store benefitted from additional floor space provided to the program and POS.

Credits:

Client: Kraft Heinz

Marketing director: Julian Franklin

Agency: Anomaly

ECDs: Pete Breton, Dave Douglass

CW: Neil Blewett

AD: Kevin Filliter

Planner: Jon Daly

Group account director: Bryden McDonald

Account supervisor: Lindsay Anstett

Experiential agency: Mosaic

Account director: Leanne Bernardo

Senior account manager: Josh Feldman

Digital agency: Hello World

Account director: Colleen Raidt

Senior producer: Jake Morrisroe

Media partner: NBC Sports

Director, client solutions: Jared Feigenbaum

VP program integration: Rob Sawyer

PR agency: Edelman

VP consumer marketing: Leslie Humble

Senior account supervisor: Lara Worshman