Hellmann’s conducts signature promotion
By Derek Winkler
Mayonnaise brand Hellmann’s will conduct a promotion at the Bell Centre in Montreal on Oct. 17 called “A Legendary Signature.” During the event, hockey player Patrice Brisebois will autograph hot dogs using mayonnaise. Consumers attending night’s Montreal Canadiens hockey game can enter a draw to meet Brisebois and receive a hot dog. The initiative is tied to the brand’s status as the official mayonnaise sponsor of the venue.
“For four seasons, our partnership with the Montreal Canadiens has given us the opportunity to connect with fans and the game-day moments they love,” said Megan Fowler, associate brand manager at Unilever Canada. “With ‘A Legendary Signature,’ we wanted to put one of those fan-favourite foods at center ice with the help of Canadiens legend Patrice Brisebois, who’ll put his own legendary signature on it. It’s a fun expression of Hellmann’s role as the Official Mayo of the Bell Centre and its rightful place in the game-day experience.”