Bimbo Canada, Canada’s oldest and largest commercial bakery, has teamed up with the NHL for the Bimbo Canada 2024 Rogers NHL All-Star Contest.

The national cross-category promotion offers hockey fans the chance to win one of three experiences at the 2024 Rogers NHL All-Star weekend. The 2024 Rogers NHL All-Star weekend (February 2-3, 2024) is a live event in Toronto that features fan engagement opportunities like hockey-themed experiential (such as skills competitions), parties and athlete experiences. Contest entries are secured via QR code on Bimbo Canada’s packaging or at AllStarContest.ca.

The contest is being promoted through various channels including in-store displays, product packaging featuring contest details, digital and social media activations and NHL website banners throughout the contest period. Agency partner Solutions with Impact worked on the development and execution of the program. The “collaboration” was announced on October 31 and runs to December 27, 2023.

According to the company, Bimbo is Canada’s largest bakery, producing and distributing more than 1,000 bread and snack products across 18 brands that include Dempster’s, Stonemill, Villaggio, Natural Bakery, Little Bites, Vachon and Takis.