Eat like an MVP
To inspire fans to make protein-based meals, Maple Leaf Foods partnered with the Maple Leafs to create the ‘EatLike An MVP’ cookbook—a collection of recipes crafted by the team’s very own, Chef Z. Arena signage and social media promotions drove fans to a dedicated landing page, where they could enter a contest for a chance to win tickets to a Leafs or Raptors game.
THE PROBLEM
With rising food costs, Maple Leaf Foods had to prove the everyday value of its premium, high-protein products.
THE ASK
Reinforce protein as a fun, essential fuel for families to grow strong by integrating it into the excitement of Toronto’s biggest teams.
CREATIVE INSIGHT
Parents want to serve healthy meals they’re proud of, but dinner often turns stressful—balancing nutrition, picky eaters, and keeping kids entertained affordably.
THE IDEA
Eat like an MVP: A protein-packed cookbook made for families, featuring recipes inspired by what fans' favorite players eat on game day. Plus, a chance to win VIP game experiences through the “Eat like an MVP, win like an MVP” contest.
The
Results
THE Results
This is the power
of partnerships
