M&Ms is launching its “Huddle with your Home Team” campaign to appeal to Canadian fans of the NFL.

With the 2024-25 season set to kick off, M&Ms – a part of Mars and official sponsor of the NFL – will reward Canadians with a one-month subscription of TSN+ with the purchase of a qualifying product at participating retailers.

Patrick Zeng, marketing director for Mars Wrigley Canada, said Mars has partnered with the NFL for more than three years in Canada and nearly two decades in the U.S.

“Football, as a cultural phenomenon, has the power to unite, and this season, we hope to champion the power of fun to bring all generations of Canadians together on game day,” Zeng said.

Throughout the season, the campaign will be in-store, on broadcast and social media. In-store M&M displays will include POS material, digital media and off-location displays to drive back to the TSN+ reward with purchase.

M&M’S characters will appear in branded content as different NFL watching personalities, from “Front Row Watchers” to “Serious Snackers” and “Couch Coaches.” Additionally, the brand will debut the “M&M’S Huddle” on Digital Sportscentre, a weekly segment starring TSN host Marissa Roberto, where she will highlight upcoming games for the weekend. M&Ms will leverage TSN digital channels, utilizing OLV and static creative.

M&Ms has teamed up with Canadian NFL legend Luke Willson and additional content creators.

The campaign was brought to life by Mars Wrigley Canada agencies of record, with creative production and in-store promotions by Mars United, media by EssenceMediacom and Middle Child managing public relations and influencers.