Prime RWA + Unsportsmanlike Content
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The Toronto Maple Leafs partnered with Maple Leaf Foods to spotlight Prime RWA (Raised Without Antibiotics) chicken within the Leafs’ Unsportsmanlike Content pre-game show, using a familiar format to speak to family-focused fans. The program featured Danielle Emanuele (Leafs In-Game Host) & Wendel Clark (Leafs Alumni) to position Prime as a trusted, high-quality protein by connecting the everyday act of feeding a family to the same pride and preparation fans admire in hockey.
THE PROBLEM
Prime RWA needed to turn an everyday grocery decision into a more meaningful brand choice for parents.
THE ASK
Create a campaign that builds on Maple Leaf’s existing equity by positioning Prime RWA as the most trusted and valuable protein in a fan family’s diet.
CREATIVE INSIGHT
Gen Z and Millenial fans look up to their favourite players and are curious about their habits, routines, and what fuels their performance. Spotlighting these conversations can influence audiences by showcasing how making consistent choices can compound into meaningful outcomes.
THE IDEA
Broadcast segment ft. Danielle Emanuele & Leafs Alumni Wendel Clark highlighting the importance of protein in their daily life to help them perform at their top potential
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The
Results
THE Results
This is the power
of partnerships
