Kraft Hockeyville tops 2009 SMAs

The CBC-Kraft integration once again took home top honours at the Annual Sponsorship Marketing Awards, while TD Canada Trust's HGTV sponsorship also got a Gold-medal nod.

This year’s innovative Kraft Hockeyville contest – which featured a programming integration with CBC’s Little Mosque on the Prairie – won top honours at the 6th Annual Sponsorship Marketing Awards last night.

The contest, an annual partnership between CBC and Kraft (with media by Mediavest), won two Gold awards, in the categories of Sports and Sustained Success, as well as overall Best of Show. Hockeyville also won Best of Show in 2007. This year, the contest featured a unique integration with Mosque, in which the characters submitted an application to win an arena makeover of their own for the fictional town of Mercy, Saskatchewan.

Other winners from last night’s event included TD Canada Trust (media handled by MediaCom) for their sponsorship of HGTV’s thematic programming block ‘First Timer Mondays’ in the ‘Media Sponsorship’ category and an Award of Distinction in the same category for their ‘Get Comfortable with TD Canada Trust’ sponsorship on CBC. PepsiCo Beverages Canada (MAOR, OMD) was another multiple winner, with a Gold award in the Sports category for their partnership with Hockey Canada for the ‘Join the Cheer’ program and an Award of Distinction in the same category for the Pepsi Max Grey Cup Halftime Show ‘Name Your Playlist’ contest.

Other winners included the Becel Love Your Heart Benefit Concert by PHD – which was also nominated for a 2010 Valencia Festival of Media award – and appliance-maker Rowenta for their sponsorship of LG Fashion Week.

This article was updated at 11:45 in regards to the media agency responsible for TD Canada Trust’s sponsorships as mentioned above, which were incorrectly credited to Starcom. MediaCom handled the sponsorships as the bank’s MAOR in 2009.