MCDONALD'S BEGINS NHL TROPHY PROMOTION
By Adnews Staff
McDonald's Canada began a promotion on Friday involving miniature NHL trophies. The trophies are reproductions of various NHL awards including the Art Ross, Conn Smythe, Hart, James Norris, Stanley Cup and Vezina trophies. The collection will be sold until March 4 with the purchase of frys, hash browns, drinks or salads. Each trophy includes a coupon for a discount on the purchase of some CCM vintage jerseys. McDonald's is promoting the initiative with television, online and newspaper advertising, plus in-store materials. The 30-second commercial, called "Comeback," features Wayne Gretzky. It will run nationally in English and French until March 4. Online ads will be placed on Tsn.com, Nhl.com, Canoe.ca and Mtv.com. The advertising and in-store materials were created by Cossette Communication-Marketing. Public relations are being handled by Weber Shandwick Worldwide.