The Blue Jays now have their official french fries. McCain has struck a three-year agreement with the baseball team to be its sponsor beginning this season.
As part of the deal, McCain is launching the “Fry Days with McCain at the ballpark” initiative to encourage Canadians to taste several fry dishes, served in a reusable Blue Jays helmet, during each Friday home game this season at Rogers Centre. Fry Days will happen every Friday, get it?
The marketing plan to support the initiative includes in-stadium advertisements, season-long activations, a partnership with Sportsnet, collaborations with influencers, media relations, social media promotions and a retail contest.
“Fry Days with McCain at the ballpark aims to bring fans together to enjoy delicious food and foster a sense of community and excitement both in and out of the stadium,” Mike Embir, marketing director at McCain Foods Canada, tells MiC. “The Toronto Blue Jays also value community engagement and strive to create an inclusive environment where fans can come together to support their team and share their love for baseball. As every fry in the stadium has always been a McCain fry, the shared love of the game made our partnership a natural fit.”
Embir says Fry Days serves as a platform to showcase McCain’s fries in new ways, while allowing the brand to deepen its connection with Canadians, who enjoy spending Friday nights with friends and family. The initiative also embraces Canada’s evolving demographic, says Embir, who adds that the different recipes will celebrate the country’s diverse culinary roots. “The upcoming limited-edition theme night creations allow fans to savor a taste of the world while enjoying the timeless classic of sharing a fry with a friend or family member during the game, creating unforgettable memories that celebrate both food and culture.”
Some of the dishes McCain will launch this season are the Dehli’tine loaded fries on May 10 and the Yee-haw Burnt-ends poutine on May 17.
UM handles media buying and Veritas Communications is in charge of public relations and influencer initiatives. Rethink handles creative.
