Wrigley’s goes digi to promote CHEW tallies

The gum brand launches national digital-board media strategy to promote the funds raised through its Olympic athlete-support campaign.

For all those Canadians who were just ‘bearding’ before (like the guy in the Excel gum commercial), Wrigley’s is showing them exactly what chewing their gum can do with a national OOH campaign.

With the Vancouver Games just days away, Wrigley’s has launched a national digital-board media strategy to let Canadians know how much money has been raised to support Canadian athletes through its CHEW (Canadians Helping Each Other Win) program, which donates a portion of the sales of Wrigley’s Excel, Extra and Juicy Fruit gum to the Canadian Olympic Foundation.

The digital boards are on the OBN network and include placement in Toronto, Calgary, Edmonton and Vancouver. The boards will feature real-time tallies of the funds raise through the campaign, which was created by BBDO Toronto and has been running since October. The campaign also includes print online and TV. Media buying was handled by OMD.

The boards keep a real-time score of the funds based on the Wrigley’s website, Peter Irwin, president, OBN, tells MiC. It is the first time that OBN has done a real-time fundraising tally such as this through its digital board network, he says.

Wrigley’s is an official Olympic sponsor. The fund-raising goal for the campaign is $500,000. Donations will continue to be accepted until March 21 an the boards will stay up until March 28.