The Really Brief — Week of August 10

Aug. 13

Hyundai Canada has partnered with Boys and Girls Clubs of Canada on a new program called Youth of the Year, celebrating youth leadership and achievement at its clubs across the country.

Beginning next month, the program invites young people 15-18 to submit a written essay and video showcasing their achievements, service and leadership to their club, school and community. Applications will close in November, with six regional Youth of the Year selected in February.

They will participate in leadership training sessions, public speaking, media training and networking before completing a second submission and another round of judging. In addition to leadership training, the regional winners will receive a laptop and a $2,000 scholarship, while the national winner receive an additional $8,000 scholarship.

“The future of our communities relies on the strength, creativity and dedication of the next generation’s leaders. It’s important for us to empower and support them in achieving their goals,” said Hyundai Canada president and CEO Don Romano.

Aug. 12

Kraft Heinz Canada-Kraft Singles Launches Limited Edition Person

First it was jigsaw puzzles, and now Kraft Heinz Canada is getting into cookware. The company’s Kraft Singles brand is giving away 50 cast-iron pans that come with one of five designs—stamped into the surface of the pan—and the owner’s name engraved on the handle.

Kraft is inviting consumers to visit its Instagram page and post a comment stating how they personalize their grilled cheese for a chance to win one of the personalized pans.

“Millennial parents grew up eating grilled cheese made with Kraft Singles, and now they are enjoying the same classic comfort food with their own kids,” said Heena Verma, senior marketing manager, brand build and innovation at Kraft Heinz Canada. “During a time when we could all use a little more comfort, we wanted to provide these families with a fun way to come together and build memories that can be passed down through generations.”

Aug. 11

Sobeys was relatively late to the grocery delivery game, but now that its high-tech, ecommerce service Voila by Sobeys is up and running around the Greater Toronto Area, the company has been busy promoting it.

That included a special photo opp connected to the much discussed NHL “hub” compound in downtown Toronto—where players and NHL staff have been living sealed off from the rest of the city as the league completes the season delayed by the pandemic.

The delivery of groceries—welcomed by Leafs mascot Carlton the Bear for a photo shoot—reinforced the brands’ role as official grocery delivery services of the Toronto Maple Leafs and NHL, while also giving Sobeys a chance to deliver a message about safe delivery during COVID: Voilà delivery staff wore gloves and masks, which were changed and sanitized between each delivery, and its employees stay “one hockey stick” away from customers while making their deliveries.

Fans of Toronto’s other major league sports franchise, the Toronto Raptors (aka, the team that doesn’t crush the dreams of its fans year after year) might also have noticed the Voila by Sobeys logo digitally added to court sidelines during broadcasts of Raptors games from the NBA’s COVID-protected bubble in Orlando.

Dole Foods Canada has partnered with celebrity chef Cory Vitiello on a new campaign called “Sunshine for All” that is presenting Canadians with simple snack and meal ideas using its fruit products. The videos are being distributed on a dedicated website and through Dole’s social media channels.

The campaign is also inviting Canadians to share their own recipes using the hashtag #DoleSunshineForAll. Through Aug. 31, Dole is donating $1 to Food Banks Canada (up to a maximum of $10,000) for every recipe image featuring one of its products.

“With many families preparing meals together every day, it’s important to include nutritious foods, like Dole Canned Pineapple and Dole Fruit Bowls, with options like Dole Mandarin Oranges and Dole Diced Peaches,” said Vitello in a release. “These pantry staples not only save you prep time, but also provide a great base for fun summer treats.”

First Kraft Macaroni & Cheese said it was a breakfast food. Now Kellogg’s Frosted Flakes is positioning itself as a “perfect game-time snack” to mark the return of NHL hockey. It feels like we’re living in some kind of alternate universe, albeit one in which the Toronto Maple Leafs still can’t win a playoff series (or even a pre-playoff series for that matter).

As the official cereal of the Stanley Cup playoffs, Frosted Flakes is marking the return of post-season hockey with a partnership with beloved former NHL star Wendel Clark. The former Leafs captain is the spokesperson for the “Cereal Celly” promotion, inviting Canadians to celebrate with a bowl of Frosted Flakes whenever their favourite team or player scores. Fans are being invited to upload their cereal celebration to social using the hashtag #CerealCelly.

“Hockey fans have their own unique rituals that are played out in living rooms across the nation, and Kellogg’s Frosted Flakes wants to honour these moments of sheer joy, especially during this challenging year,” said Christine Jakovcic, Kellogg Canada’s vice-president  of marketing and nutrition.

As for poor Leafs fans: it looks like they’re going to be old and g-r-r-ey before your team wins in the playoffs.



Chris Powell