Hellmann’s Canada has teamed up with the Toronto Raptors, the nation’s basketball team, to bring the excitement of game day right into your kitchen with the introduction of game-timed recipes.
These recipes are designed for real-time enjoyment during the game and can be prepared in just minutes, ensuring you don’t miss a moment of the action. Whether you have a short break of 150 seconds between quarters or a longer one of 15 minutes between halves, Hellmann’s has a recipe tailored for every time-bound moment of the game.
You can find the full collection of game-timed recipes here.
This campaign kicks off today and will continue throughout the remainder of the season, providing ongoing engagement with fans.
The Game-Timed Recipes suite has been crafted by a diverse group of Canadian food influencers, including Ang Geronimo and Ang Sturino, and shared across various social media platforms.
Every Wednesday, Hellmann’s will unveil a new game-timed recipe ahead of the weekend’s gameplay action. Additionally, reminders on Hellmann’s official channels during game day will keep fans updated with real-time recipe shares.
In-game touchpoints will further enhance fan engagement live at Scotiabank Arena, featuring jumbotron video assets and sampling at concessions.
Basketball enthusiasts and foodies alike can participate in the Hellmann’s Game Timed Recipes Contest via the Raptors app, where they can vote for their favorite take on a game-day classic: the Chicken Wrap. The winning recipe will be exclusively available at Scotiabank Arena on April 2nd!
Agencies involved in the creation and execution of this campaign include Edelman for creative, PR, and influencer outreach; PHD for paid media; UStudio for organic social media; and MLSE for in-stadium touchpoints.
