Maple Leaf conducts hot dog promotion
By Rob Bale
Maple Leaf Foods recently concluded a contest promotion called “Canada’s Next Top Hot Dog.” The national campaign, developed by The Hatchery Marketing Group of Toronto, was intended to highlight regional hot dog recipes. It began with a teaser campaign followed by social media content, influencer activities, in-store materials, out-of-home and digital advertising, a survey and public relations. Participants could vote online through July to be entered into a draw for the grand prize of a trip to anywhere in Canada valued at $10,000.
“There is something so wholesome and nostalgic about this simple dish that just sparks joy,” said Samantha Lazuric, culinary head at Maple Leaf Foods. “We love how each province takes such different approaches to enjoying hot dogs. They’re fun, full of flavour and so versatile.”