HelloFresh has made its first foray into team sponsorship, becoming the official meal kit partner of the Montreal Canadiens.

Company CEO and founder Ian Brooks said in a release that it was important for HelloFresh to partner with a cultural institution like the Habs, a rich part of Montreal’s history. “They are a cultural icon with a unique place in the hearts and minds of Montrealers and we want to speak directly to them.” HelloFresh was launched in Quebec in 2018.

The partnership kicks off with a comedic content series featuring the team’s mascot Youppi and former team centre Steve Bégin, shared across NHL.com and the Canadiens’ YouTube. The partnership was also announced via digital ads and jointly on Instagram and Facebook by HelloFresh and the Canadiens.

As the exclusive meal kit partner of the Montreal Canadiens, HelloFresh will also provide special offers for Habs fans, season tickets holders and members of the team’s own Club 1909 loyalty program.