Van Houtte conducts Fire on Ice promotion
Coffee company Van Houtte has begun a promotion tied to its sponsorship of a Montreal event called "Natrel Fire on Ice." Van Houtte is the presenting sponsor of the event, which takes the form of a series of pyrotechnic performances at the Natrel skating rink. The performances will take place each Saturday until Jan. 5, 2019. The promotion features an installation at the venue called the "Van Houtte Heat Zone" at which attendees will receive free cups of coffee. The effort also includes a social media contest conducted via the brand's Facebook page. Randomly-selected contest winners will receive access to the rink to watch a performance, as well as a Ferris wheel ride, skate rentals, food and branded merchandise.
"This partnership with is part of a larger festive campaign to celebrate our 100th anniversary," said Stéphane Renauld, director of brand management at parent company Keurig Canada. "It's not every day that a Montreal-based brand celebrates 100 years of success, and we intend to celebrate it with all the creativity and passion that characterize our master roaster. Throughout the year, we will surprise consumers with a wide range of activities, including the launch of a new limited edition anniversary blend."