This campaign was designed to increase awareness, improve brand loyalty, and act as a rally to engage the community with Kraft's Hockeyville contest, where avid hockey fans can vote and win the opportunity to win a cash prize to improve their local hockey arena. Our research showed that whether it's from a lack of a place to play, or a lack of available time in their schedule, hockey fans tend to lose their connection to their favourite sport as they grow older. It goes from being an obessive passion to a one-night-a-week occurrence, and some people don't even have time to tune into that weekly game. Our message was that Hockeyville can be the thing fans need to get back in the game.

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Our primary target was hockey fans in their late teens to adulthood, who either regularly watch or play hockey, or at least have the drive to. By setting up an in-store display with Hockeyville-themed food items, we can accommodate fans with kids going grocery shopping, and to their kids' imaginations with the unique packaging designs, ie. the lids of the peanut butter being used as a hockey puck.