Dive Brief:
- Kraft plans to expand its popular Hockeyville contest and marketing campaign from Canada to the U.S.
- Under the program, local communities nominate local hockey rinks for a Kraft-funded renovations. The winning town also hosts a televised NHL preseason game.
- Just as in the Canadian program, the NHL and the NHL Players Association will partner with Kraft. NBC will serve as the television partner in the States.
Dive Insight:
Maybe it's our love of hockey. Or maybe it's just our love of small towns. Or maybe it's just our affection for any well-thought-out and successful marketing program in the food industry, but we're fans of Hockeyville. (And we have a long list of little communities in New England that could do with a refurbished rink.)
And as the scandals spread in professional football and sponsors begin to balk, Kraft is looking pretty wise for its decision to pour marketing dollars into hockey.