Hellmann’s has teamed up with the Toronto Raptors to launch its latest campaign, which aims to reach the country’s multicultural population through two things Canadians like most: food and sports.

The “Hellmann’s Game-Timed Recipes” campaign, aimed at basketball fans and foodies, focuses on game-time meals made with Hellmann’s products and created by several Canadian food influencers, including Ang Geronimo and Ang Sturino. The recipes allow Canadians to prepare different dishes while watching Raptors games in real time, either in the 150 seconds between quarters or the 15 minutes between halves. As part of the campaign, Hellmann’s also launched a contest on the Raptors app, where users can vote for their favourite recipe. The winning recipe will be available for purchase at Scotiabank Arena on April 2.

The campaign was launched this week and will be available for the remainder of the NBA season. It will be supported by ads on social networks and digital media, as well as videos on screens in stadiums during Raptors games, and tastings at points of sale. PHD handles media buying, with UStudio in charge of social media and MLSE of the in-stadium touchpoints. Edelman handles the creative.

Nicole Hutinec, Hellmann’s associate brand manager, tells MiC that working with diverse food influencers across Canada will allow them to show different recipes that can appeal to basketball fans “regardless of their cultural background or taste palate.”

“Further, our influencer partnerships and amplification on social media allows Hellmann’s to connect with fans in stadium and at home alike,” Hutinec says. “Utilizing videos and ads through in person activations at Scotiabank Area and the Raptors app also ensures we’re connecting with the entire Raptors fandom. This media mix ensures that regardless of where in the country fans are tuning into the game, they may all have an opportunity to be inspired for their next game day eat.”

Basketball is the perfect platform to roll out Hellmann’s new strategy focused on multiculturalism, according to Hutinec. “Toronto Raptors are a Canadian team with fans all across the country who represent different backgrounds, lifestyles, cultures, and ethnicities. Their diverse fandom represents an entire nation coming together to celebrate and cheer as one.”