M&M's begins NFL promotion
By Rob Bale
Mars Wrigley Canada has begun a campaign for its M&M’s candy brand called “Huddle with your Home Team.” The campaign is timed to coincide with the start of the National Football League season, of which the company is a sponsor. During the initiative, consumers who purchase an eligible Mars product at participating retailers will receive a one-month free trial of sports streaming service TSN+. The promotion will run through the football season with in-store materials, broadcast exposure on TSN, online video and social media content. The campaign was developed by Mars United, with media work by Essence Mediacom. Public and influencer relations are being handled by Middle Child.
“Mars has proudly partnered with the NFL for nearly two decades in the US and over three years in Canada,” said Patrick Zeng, marketing director at Mars Wrigley Canada. “This long-standing relationship underscores our passion for bringing people together through sports. Football, as a cultural phenomenon, has the power to unite, and this season we hope to champion the power of fun to bring all generations of Canadians together on game day.”