Longstanding Canadian Olympic Committee and Team Canada partner Mondelez is hoping its large-scale activation program is worth its weight in gold.
The national grocery campaign includes its core brands like Ritz, Cadbury, Oreo and Sour Patch, as well as a contest callout and conspicuously large gold medal signage.
Across its biggest brands, the company is going to execute plans “with best-in-class display tools, shopper marketing programs and elevated omni-activations throughout the shopper journey both online and in-store,” according to Sonia Bongiorno, Mondelez Canada team lead of shopper marketing and partnerships. As she explains, the campaign’s messaging is about bringing the country together to share moments of pride ahead of the Games.
“We have prioritized our activation calendar to support the highly anticipated 2024 Paris Olympic Summer Games with two important waves of activation,” Bongiorno notes, adding that Mondelez understands the importance of leveraging the top sports property in Canada and its fan bases.
The first wave of Olympic activation kicked off in January, offering shoppers the opportunity to attend the Olympic Games and visit Paris in person to “Taste Glory Together,” as the contest verbiage goes.
“Our second wave will be just as exciting as we cheer on Team Canada and work with the Canadian Olympic Committee and our Team Canada Athletes to engage shoppers and create experiences that bring proud Olympic moments and snacking together – with more to come in the coming months,” Bongiorno explains.
As a beloved snack brand across the country, she says the company’s target is its engaged Canadian fan base who enjoy these Olympic moments and snacking together.
The program is supported by multiple agency teams: T1, Total Marketing Support Limited, Menasha Packaging, ATPI and VaynerMedia.
Since 2013, Mondelez Canada has been the Official Biscuits & Confectionery Partner of Team Canada, and has supported athletes’ journeys to achieving their goals of competing at the Olympic Games.
