Hellmann's begins Raptors promotion
By Derek Winkler
Condiment brand Hellmann’s Canada has begun a promotion with basketball team the Toronto Raptors. It makes use of a collection of themed recipes related to various moments of a basketball game. The “Game-Timed Recipes” were developed by food-related influencers including including Ang Geronimo and Ang Sturino and are being posted on social media as well as to the brand’s website. Each Wednesday, the brand will release new recipe. The recipes will also be promoted during games. The promotion also includes in-venue exposure at Scotiabank Arena and product sampling, as well as a contest component conducted through the Raptors mobile application. The promotion will run through the NBA season. It was developed by Edelman, with media work by PHD and social media support from UStudio. The Raptors are owned by Maple Leaf Sports & Entertainment. Hellmann’s is a division of Unilever.