Silk Canada is looking to strengthen the PR side of its marketing, teaming up with P.K. Subban as the company’s “plantbassador.”

A new spot features the recently retired NHL defenceman getting an arena-style introduction as he makes a smoothie in his kitchen.

Fiona O’Brien, director of marketing for plant based food and beverages at Danone Canada, tells strategy that Silk has a chance to broaden its appeal with Subban as the face of the brand. It’s also an opportunity to make in-roads in Quebec by not only featuring the long-time Montreal Canadiens player, but also Michel Lacroix, the team’s announcer.

“This campaign a great start, and we had a lot of fun together,” O’Brien says, adding that there are brand synergies between Silk Canada and Subban, who can help tout the health and lifestyle benefits of plant-based beverages as a very popular former professional athlete.

According to O’Brien, this is more than just enlisting an ex-hockey player: Subban is a broader, relatable personality for many Canadians, even non-sports fans thanks to his appearances in other media. For some consumers, she admits, Silk is an unfamiliar product and someone like Subban makes the category “more approachable.”

“We are about making sure it’s a product for everybody, and Silk is something that is accessible,” O’Brien says, saying that’s the mantra it lives by.

The campaign features OLV heroeing Silk’s most popular, unsweetened almond SKU, as well as its oat-based line with Jordan Subban, P.K.’s brother. There are also in-store to accompany it in the coming weeks. Online pieces about showcasing the ease of being a “plantbassador.”

Ad spend, O’Brien says, is in line with previous efforts.

Agency partners include Carl, Wavemaker, and The Mint Agency, its first effort with the Danone brand.

The category has been shaken up lately, with new entrants like Hope and Sesame, a sesame challenger in a space dominated by almond flavour, but Silk Canada and Earth’s Own remain the category’s dominant players by market share.