MCDONALD'S READIES MINI JERSEY PROMOTION
By Adnews Staff
McDonald's Restaurants of Canada and The Hockey Company of Westmount, PQ have begun a new promotion involving "Hockey Heroes Mini-Jerseys." The Hockey Company is a licensee of NHL jerseys. The promotion will run until March 6 at participating McDonald's restaurants in Canada. Fabric miniature replicas of CCM NHL jerseys will be offered to customers for an additional fee with the purchase of fries, hash browns or drinks. The jerseys of five players will be replicated nationally: Mats Sundin of the Toronto Maple Leafs, Saku Koivu of the Montreal Canadiens, Jerome Iginla of the Calgary Flames, Joe Sakic of the Colorado Avalanche and Steve Yzerman of the Detroit Red Wings. A sixth jersey will vary regionally. These will include the jerseys of Markus Naslund of the Vancouver Canucks, Ryan Smyth of the Edmonton Oilers and Daniel Alfredsson of the Ottawa Senators. A display stand and backer card will accompany each jersey, along with a coupon that can be applied towards the purchase of an NHL/CCM 550 replica hockey jersey at participating SportChek and Sports Experts stores. The mini-jersey program was developed by The Marketing Store of Toronto. It will be promoted with a 30-second television commercial called "Mirror, Mirror" that will break in English and French versions on Friday. A 15-second commercial in English only will also be released on Friday to promote McDonald's new hockey sandwich. Additional support will include in-restaurant materials promoting the jerseys and the sandwich and outdoor advertising focused on the sandwich only. Advertising for McDonald's is done by Cossette Communication-Marketing. Public relations are handled by Weber Shandwick Worldwide.