Kraft goes cross-country with Sportscentre

To celebrate TSN's 25th anniversary, Kraft is targeting moms with a sporty community contest.

Kraft is getting into the festive spirit, celebrating the sports network TSN’s 25th anniversary. The Kraft Celebration Tour includes a contest to bring Sportscentre to 10 communities across Canada. Through June 12, fans can nominate their community online at and for a chance at a $25,000 ‘community refresh’.

On July 1, TSN and RDS will announce the 20 finalists selected by a panel of judges, then Canadians have 10 days to vote online for the winning 10 communities. Each winning location will also host the 6:30 pm ET edition of Sportscentre, while RDS’ Sports 30 will broadcast from any winning francophone communities.

The tour is being promoted with a multi-faceted marketing campaign, with MediaVest helming the media planning and purchasing. There are web ads on and, while print ads will appear in Kraft’s What’s Cooking and Qu’es Qui Mijote magazines. TV spots will air on CTVglobemedia stations, and POS hits targeted grocery stores.

According to Jim Kozak, senior manager of corporate promotions at Kraft, the sponsorship is trying to reach moms, the primary grocery shoppers. ‘Even though TSN is male-targeted, it really is the CTVglobemedia platform that allows us to deliver the program to our female target. Other community-based sports programs have reached moms quite well for us.’

The social media aspect of the campaign includes email blasts to both Kraft and TSN’s database and the creation of a Facebook page. The promotional spots were done in-house at TSN, as was the website.