SCHNEIDERS + BLUE JAYS
How Schneiders turned a local ritual into a national movement
Schneiders Loonie Dogs have become a cultural phenomenon in Toronto, and around the league. Loonie Dog Tuesdays were breaking records all season long, and Blue Jays fans everywhere were loving it. Schneiders found itself at the center of a beloved baseball ritual. However, the experience was limited to attendees of Blue Jays home games and those in the GTA.
Given the reach limitations of Loonie Dog Tuesdays, we looked for an opportunity for all Canadians to participate in this in-game experience through a national in-store program and limited time product launch.
For the entire season, the Blue Jays stadium exclusive Foot Long was available in grocery stores across the country - giving us the opportunity to Bring Home A Taste Of The Blue Jays for all Canadians. It was an opportunity to experience an authentic in-stadium ritual in our own homes and enjoy the full suite of Schneiders products, plus an opportunity to win a $10,000 watch party.
Schneiders posted the fastest HHP growth in the category,
outpacing branded and C/L competition
We connected with Canadian communities through the game of baseball, and Canada’s team – the Jays.
Building on the nostalgia and positive memory association of watching a game of baseball with a footlong and bringing
the experience to life for our fans across the country
Through introducing a full-funnel approach to connect with shoppers, we were able to drive immediate conversion and trial of Schneiders
new products and in the long term, we were able to extend the relationship beyond the promotional timeframe
Strong retailer support and buy in + a strong dealer loader program resulted in incremental display and impactful POS at shelf
Contest + in-store conversion driver ensured short and long term returns as we engaged with shoppers throughout the journey and beyond.
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