Carlton’s Primetime Meal Kit & Raptor’s Real MVP Meal Kit

Maple Leafs

Raptors

Awareness

Engagement

Favourability

Contest

OLV

Organic Social

Maple Leaf Foods partnered with MLSE to create engaging, family-oriented experiences across Leafs and Raptors moments. The campaign featured 'Carlton's Primetime Recipe Kit' and 'Raptor’s Real MVP Recipe Kit,' which offered team-inspired, easy-to-prepare meals. Fans entered a contest via a dedicated landing page, with select winners receiving personal deliveries by team mascots Carlton and the Raptor. These deliveries were shared on paid and team channels. Additionally, special gameday menu items featuring Maple Leaf Foods products were sold at concessions during promotional nights.

THE PROBLEM

Maple Leaf Foods faced a decline in household penetration and needed to rebuild trust and affinity with families to regain their market presence.

THE ASK

Engage families and boost brand awareness by integrating Maple Leaf Foods into the excitement of Leafs and Raptors game days.

CREATIVE INSIGHT

Some of the biggest struggles a parent faces are what to serve their family for dinner and finding affordable ways to entertain their kids.

THE IDEA

Introducing ‘Carlton’s Primetime Recipe Kit’ and ‘Raptor’s Real MVP Recipe Kit,’ featuring pre-portioned ingredients, easy-to-follow recipes, and the chance to win VIP game experiences.