CADBURY, MAPLE LEAF SPORTS, TORONTO STAR TEAM UP FOR "CRUNCH TIME" PROMOTION
By Adnews Staff
Toronto-based Cadbury Chocolate Canada Inc. has kicked-off a new "Crunch Time" promotion for its Crispy Crunch and Crunchie chocolate bar brands. The confectionery company has teamed up with Maple Leaf Sports & Entertainment Ltd. and The Toronto Star to raise the profile of both brands. The promotion includes pro basketball player Vince Carter. The Toronto Raptor is pictured on specially designed candy bar packaging, created in-house by Cadbury and available for a limited time. Advertising support includes national point-of-sale Flash Media posters, distributed through Gallop & Gallop of Toronto, in convenience stores across Canada. The poster creative is by Leo Burnett, also of Toronto. The Toronto Star is participating in the promotion with four-color full-page ads in the daily newspaper, an in-paper contest and a 30-second spot on Toronto Star Television. The promotion also includes in-venue contests and giveaways on October 31 at the Air Canada Centre. The opening night of the 2000/2001 Toronto Raptors basketball season will be presented by Cadbury's "Crunch Time." The promotion is the largest marketing campaign to date for Cadbury. Two winners from the in-paper contest and two winners from an Air Canada Centre contest will receive a tour of the Cadbury Chocolate factory in the company of Vince Carter, as well as a year's supply of chocolate.