CAMPBELL SEARCHES FOR MOST VALUABLE HOCKEY MOM
By Adnews Staff
Campbell Soup Company Ltd. of Toronto and Canada's National Men's Ice Hockey Team captain Mario Lemieux have begun a national search to find the country's "most valuable hockey moms." The contest is a follow-up to the "hockey mom" television spot featuring Lemieux. The 30-second spot, in English and French versions, shows popular athletes' mothers making sure their sons are eating their Campbell's Chunky soup. The contest is open to Canadian hockey players between the ages of 6 and 16 years. Participants describe in their own words why their mother or someone that they know deserves to be one of "Campbell's Chunky Soup Most Valuable Hockey Moms." Twenty finalists will be chosen. The grand prize winner and child will be flown to Montreal to meet Mario Lemieux on March 29 and watch the Pittsburgh Penguins/Montreal Canadiens game on March 30. Four regional winners will receive prizes including two signed Mario Lemieux Team Canada jerseys. All 20 finalists will receive Team Canada merchandise prize packs. Print ads in Canadian hockey publications will promote the contest, which closes on March 1. Also, brochures will be distributed at Canadian Hockey Association events and mailed to Canadian hockey arenas. The "hockey mom" television spot was created by Young & Rubicam Toronto. The "Most Valuable Hockey Mom" contest is being organized by Stellick Marketing Communications, also of Toronto.