The Canada Soccer Association (CSA) and Mondelēz Canada are gearing up for the launch of “Pride & Joy,” a campaign designed to cheer on Canada’s National Team ahead of the upcoming FIFA Women’s World Cup next month, and support youth soccer clubs across the country.
The campaign is also intended to mark the company’s newly-inked two-year partnership with the CSA, which the company sees as an opportunity to forge a grassroots connection to Canadian youth soccer.
The campaign, developed in partnership with Toronto-based shop The Hive, includes OOH, digital, POS and an app called “Pride & Joy Cheer.” And beginning May 11, the snack giant’s Ritz and Chips Ahoy brands will feature limited-edition packaging that celebrates and promotes the sport.
Users who download the free “Pride & Joy Cheer” app, will receive push notifications every time the Canadian Women’s National Team hits the field, and when they shake the app, funds are raised for the selected clubs, up to a limit of $5,000 per club. The more users shake, the more funds are raised. Working in partnership with the CSA, Mondelēz Canada will provide up to $100,000 in donations.
This is the second time the company has created a campaign in support of Canadian athletes, under the “Pride & Joy” banner. Ahead of the 2014 Sochi Games, and timed to coincide with the announcement of Mondelēz Canada’s four-year partnership with the Canadian Olympic Committee, the company launched a similar effort early last year.
“This [campaign] we’ve morphed a little bit…it’s a really neat way to wrap around our products that uniquely talks about the spirit of our brands, which are fun and lighthearted,” said Aditi Burman, consumer promotions and sponsorships lead at Mondēlez Canada. “The way we’ve done it for soccer, is we’ve created a unique way to tie the joy of cheering to the joy of giving. So it’s really all about showing pride and giving joy, and that’s what this program is all about.”
“Pride & Joy” officially launches on May 29 and will run until the first week of July. The same creative is running in Quebec. MediaVest is handling the media buy, while Edelman is leading PR.
