Giuseppe is is re-enlisting Jarome Iginla for its “Practice with a Pro” campaign, reinforcing the frozen brand’s role in supporting local hockey teams and families who embody the spirit of the game.
Now in its fourth year, the initiative sees the Dr. Oetker-owned brand giving a minor team a shot at trip to the 2026 Memorial Cup presented by Kubota in Kelowna, BC, where they will hit the ice with the NHL Hall of Famer and ex-Flames great.
Giuseppe is offering up a short video submissions call through its “Practice with a Pro” portal, where teams can relay how they bring positive energy to communities, through fundraisers, clean-ups, acts of kindness, or simply showing up for one another.
“Hockey isn’t just a sport in Canada. It’s part of who we are. It’s where friendships form, communities come together and memories are made,” says Indresh Kohli, executive head of marketing at Dr. Oetker Canada. “At Giuseppe, we’re proud to be part of those moments, supporting families, fans and young players who bring passion and spirit to every game.”
According to Kohli, pizza is a Canadian favourite that is often enjoyed during hockey games or as a celebratory post-game meal. It offers a convenient and affordable meal option loved by both parents and kids and because of the connection, hockey has proven to resonate strongly with Giuseppe’s target audience.
“The program started as a regional program, and now for the second year in a row we are proud to bring the ‘Practice with a Pro’ opportunity to communities from coast to coast, strengthening our investments in local hockey communities.”
According to Kohli, the program worked well last year, and the team is excited to welcome Iginla back, citing his dedication to mentoring the next generation, giving back and his love for hockey.
As Kohli tells strategy, the campaign continues to celebrate the grassroots passion that defines Canadian hockey while deepening its focus on community impact, noting that the messaging has also evolved to highlight how minor hockey teams bring positive impact beyond the rink, emphasizing that small acts can have a big impact.
Dr. Oetker was able to elevate the experience for winning communities through a partnership with the CHL – helping it reach small rural communities across Canada that live and breathe hockey – flying the winning team to the Memorial Cup for additional experiences beyond their practice with Iginla.
Like last year, this year’s omnichannel campaign includes TSN and RDS as media sponsors, with spots aired during hockey games. The campaign also has a strong digital component and is leveraging social media and influencers.
“Our collaboration with TSN/RDS has provided awareness across the country during key hockey moments, connecting us directly with the target audience of this program,” Kohli says. “It’s also allowed us to take advantage of media elements we may not otherwise have access to.”
At shelf, Kohli says the on-pack callout serves as a very strong driver for awareness and helps strengthen the retail partnerships.
In addition to the Giuseppe “Practice with a Pro” grand prize experience, Canadians have a chance to win random draws for exclusive CHL prizes. This includes signed CHL jerseys, free Giuseppe pizza and additional local game night experiences.
The “Practice with a Pro” nomination window is now open and will run until Feb. 27, 2026. The winning team will be announced in April 2026.
Publicis is providing strategy, sponsorship and experiential support. North Strategic is leading PR, OMD is behind the media buy and Bili is the influencer agency.
