Hellmann’s Canada and Toronto Raptors Bring Game Day Action to the Kitchen

Hellmann’s Canada has partnered with the nation’s basketball team, the Toronto Raptors, to bring the action of gameday into the kitchen with the debut of game-timed recipes.  

Game-timed recipes are a collection of dishes for real-time gameday enjoyment made in just minutes to enjoy during gametime action. Whether you have 150 seconds between quarters, or 15 minutes between halves, Hellmann’s has a recipe for each timebound moment of the game meaning you won’t miss a thing.

The full portfolio of game-timed recipes can be found here. 

This campaign launched today and will be rolled out through the remainder of the season through its launch and ongoing engagement.

• The Game-Timed Recipes suite has been developed by a diverse roster of Canadian foodie influencers, such as Ang Geronimo and Ang Sturino, and shared on social media.
• Each Wednesday, Hellmann’s will release new game-timed recipe ahead of the weekend’s gameplay action.
• Game day reminders on Hellmann’s owned channels will also re-share recipes in real time throughout the game.
• In-game touchpoint will further engage fans live at Scotiabank Arena, including jumbotron video assets and sampling at concessions
• Basketball fans and foodie alike can also participate in the Hellmann’s Game Timed Recipes Contest, via the Raptors app, voting for their favourite take on a game-day classic: the Chicken Wrap. The winning recipe will be available exclusively in Scotiabank Arena on April 2nd!

Agencies involved in the development and execution of this campaign include Edelman on creative, PR and influencer; PHD on paid media; UStudio on organic social; and MLSE on in-stadium touchpoints.