The iconic Energizer bunny will be trading in its drum for a bike helmet this month, as the battery manufacturer and Canadian Tire team up to promote an active lifestyle.

The ‘Bike-a-Day Giveaway’ campaign, with creative and media handled by Spider Marketing Solutions of Toronto, launches May 5 through Canadian Tire stores nationally and online at Energizer.ca. During the five-week campaign, consumers who enter to win via the Energizer site will be eligible for one of 42 Schwinn prize packs. Prizing includes cycles and cycling accessories.

The contest will be promoted through June 9 via in-store POS and Canadian Tire Canada flyers, which are distributed to to 11 million Canadians, the brand’s Facebook page and website, as well as through the brand’s sponsorship program with YummyMummyClub.ca.

Energizer has a year-long deal with the site for a branded blog called The Energizer Mummy, which also includes access to the site’s email database for e-blasts. The contest will be promoted via the e-blast, which reaches 26,500 people, banner ads on the Energizer Mummy blog page, one dedicated blog entry and a exclusive contest to win a car seat. The contest is co-sponsored by Dorel Distribution, which includes Schwinn bikes.

Targeting young, active families, the goal with the contest was to both promote Energizer’s high-energy image, and to leverage the Yummy Mummy audience to reach their target audience, Yanna Boland, account director, Spider Marketing Solutions, tells MiC.

‘Energizer’s key messaging is always about ‘keep going,’ and this is just a further extension of that, linking it to fun, high-energy activities,’ she says.