By Kristin Laird
Maple Leaf Foods has recruited Olympic Gold winning curler Brad Gushue, to help position its Vienna Sausage brand as a fun, exciting snack food through an in-store and radio contest.
The Newfoundland-based campaign combines one of the province's most popular sports and local sports heroes, said Veronica Collins, assistant marketing manager, Maple Leaf Foods.
The contest gives consumers the chance to win a four-hour curling lesson with Gushue and his team.
Point-of-sale posters to promote the contest feature an opened can of Vienna Sausage "on the button" of a curling house (the target rings to which curlers throw their rocks), the headline, "Hurry, Hurry Hard," and a picture of Gushue.
To enter the in-store challenge, consumers need to send in six Vienna labels. The radio portion, known as "Vienna Sweep" airing on VOCM radio, asks listeners to call in and list three songs played during the popular The Cabin Party programming. The contest closes Dec. 31.
Tongue-in-cheek "Brad's Tips" videos on YouTube have Gushue explaining how he handles pressure and finds inspiration in cans of Maple Leaf Vienna Sausage.
Target Marketing & Communications developed the contest, promotional materials and viral videos.
http://www.youtube.com/watch?v=5v2RzTr9xpc