Canada Bread® wanted to engage the consumer, the trade and also their franchisees with one unified program. So we came up with an idea that we Canadians are already unified on… Hockey! Who best personify’s Canada’s love of the game? Sidney Crosby of course. He is Canada’s golden boy! The program engaged the consumer, trade and franchisee with a full spectrum of touch-points (in-pack, in-store, on-line, social channels, out-of-home, TV and more). The initial program was so successful that it was re-run two more times.