Hockey card promo

National Sea's renewed push behind its High Liner brands will get a major boost this fall with its biggest consumer and trade promotion.The program involves a sponsorship with the National Hockey League and a direct tie-in with the 100th anniversary of...

National Sea’s renewed push behind its High Liner brands will get a major boost this fall with its biggest consumer and trade promotion.

The program involves a sponsorship with the National Hockey League and a direct tie-in with the 100th anniversary of the Stanley Cup.

The key element in the promotion is a 28-card limited-edition set of hockey cards commemorating the Stanley Cup’s centennial. The cards are available exclusively through High Liner products.

Beginning this fall, specially marked High Liner packages will contain two free centennial cards, and a mail-in offer for the complete set will be made available with High Liner proofs of purchase.

The promotion is unusually broad for brands in the frozen food category, and seldom does one promotion run at this scale nationally.

It will be promoted with a national newspaper free-standing insert reaching about 3.5 million households.

Shelf-talkers, created by infoShelf, will run alongside the promotion in more than 1,000 stores nationally. Freezer posters and four-color package flashes will add to the in-store visibility.

Mississauga, Ont.-based Opticom Promotion Group worked with National Sea on the promotion. MS