Usually Mitch Marner has a nose for goals, but Skip is enlisting the Toronto Maple Leaf player to suss out candy, as it expands its brand offerings.
SkipTheDishes customers across the Toronto area can get their hands on a selection of the NHLer’s favourite childhood candy, chocolate and snacks, handpicked by Marner himself. The exclusive “Mitch’s Mix” candy box, was created in partnership with Candy Funhouse, the largest online candy retailer in North America, which is owned by perennial NBA all-star, Giannis Antetokounmpo.
In the campaign’s hero spot, Marner carefully selects candies and snacks that sparked nostalgia from his childhood.
Phil Sylver, head of creative, brand and content at Skip, says it all ladders back to its mission to deliver joy to doorsteps.
“Snacking on candy, hand-picked by a local hero like Mitch Marner is a great way to satisfy your sweet tooth, whether you’re a hockey fan or not,” Sylver says.
Marner has been great ambassador for Skip now for a couple years, Sylver says. Last year, Skip created a chain of Ghost Kitchens with Marner in Ontario, called “Mitch’s Dishes,” which is when it discovered the hockey star’s sweet tooth.
As its network continues to grow, Sylver says it is also expanding with new partners beyond QSRs, with flowers, alcohol, pet supplies and a growing list of brand partners like Lego, Krispy Kreme, and now Candy Funhouse.
The campaign is a more localized, grassroots approach for an indulgent, impulse purchase like candy, Sylver explains. He says the brand’s approach to the candy box, from packaging to the channels it leveraged, enhanced the idea.
The brand leaned into the selected channels of PR, social media and social influencers. The whole concept is ripe for an at-home “un-boxing,” but with the twist that Marner is boxing treats at the actual Candy Funhouse warehouse. Plus, the shiny, colourful box itself is fun and shareable.
Skip Studio worked on the campaign creative with The Deli Production Co. and the directing duo of the Jerkstore, with UM Canada as the buyer. Pomp & Circumstance is providing PR support.
Ad spend is in line with previous digitally-focused work, Sylver says.
Recently, Skip tapped hockey fandom with its Skip Game Time Tarp apparel and Sylver says the spot resonated strongly with hockey fans, comparing very favourably with Skip’s past hockey creative in terms of recall and its impact in driving brand opinion and purchase consideration.
