Supporting and Inspiring Canada’s Most Passionate Hockey Communities

Kraft Hockeyville 

CORPORATE & FINANCIAL, CONSUMER & LIFESTYLE

Challenge:

Coming up on 20 years of advocating for and helping hockey-loving communities refurbish their local arenas, Kraft Hockeyville needs to continually evolve to stay culturally relevant and avoid media fatigue. 

Insight:

Local hockey arenas are more than facilities; they are community hubs where multi-generational families bond and create lifelong memories. It is these memories and experiences which shape us as people, and as Canadians. 

Approach:

Immersing ourselves in the cultural zeitgeist of these communities helped craft a national and regional media outreach strategy with authentic, relevant content. To further amplify our message, we partnered with NHL legend Patrice Bergeron as our 2024 program ambassador. Bergeron was able to share his heartwarming personal story about how his local childhood arena shaped his hockey dreams. 

Impact:

The campaign grew 33% in impressions versus 2023, with 2,000+ national and regional articles generating 220+ million impressions, doubling our targets. Kraft Hockeyville continues to celebrate and foster community connections, awarding over $5.1 million to 100+ communities to help preserve and upgrade local hockey arenas.