SCHNEIDERS + BLUE JAYS

TURNING A BALLPARK RITUAL INTO A NATIONAL MOVEMENT

DEFINE THE PROBLEM

Loonie Dog Tuesdays were a cultural phenomenon inside Rogers Centre, but the experience was limited to Toronto fans. Our problem to solve: scale that excitement across Canada and drive growth in retail, not just in-stadium.

We knew that meant unlocking behaviour change: if Schneiders could make fans feel the same pride and belonging at home as they did in the ballpark, the brand would grow far beyond game night.

THE IMPACT

Early results showed that Schneiders wasn’t just winning at the ballpark – it was winning in Canadian homes.

DESIGN THE SOLUTION

We saw the opportunity to evolve a one-night stadium ritual into a national tradition. Instead of leaning on short-term stunts, our focus was to shift behaviour: from hot dogs as “ballpark fare” to hot dogs as a shared ritual every Canadian can join at home.

DEPLOY THE PLAN

We brought the Jays’ footlong out of the stadium and into grocery aisles nationwide, letting Canadians Bring Home a Taste of the Jays. By building on the nostalgia of sharing a footlong at the ballpark, we turned fandom into belonging at home – supported by a $10,000 watch-party contest that carried the excitement into communities. This full-funnel approach drove immediate trial and conversion, while building brand loyalty that lasted beyond the season.

EXECUTION

Product Rollout: The foot-long Loonie Dog went from exclusive stadium snack to national grocery aisles.

Fan Activation: A $10,000 watch-party contest tapped into the emotional pride of fandom.

Omnichannel Amplification: Social, email, pre-shop media, and POS created cultural visibility and convenience.

Retailer Partnerships: Ensured strong presence and credibility at shelf.

WHY IT WORKED

This wasn’t a tactical stunt. It was business-first thinking: aligning national identity, consumer ritual, and retail behaviour to create measurable growth. Schneiders became not just part of the game – but part of Canadian culture.