Schneiders X Toronto Blue Jays Partnership

SCHNEIDERS + BLUE JAYS

How Schneiders turned a local ritual into a national movement

Schneiders Loonie Dogs had become a cultural phenomenon in Toronto and across the league. Loonie Dog Tuesdays broke records all season long while winning the hearts of fans, with Schneiders finding itself at the centre of a beloved baseball tradition.

However, this experience was exclusive to attendees of Toronto Blue Jays home games and fans in the Greater Toronto Area (GTA). To expand the reach of Loonie Dog Tuesdays, we sought an opportunity that would allow all Canadians to participate in this in-game tradition through a national in-store program and a limited-time product launch.

For the entire season, the Blue Jays' stadium-exclusive footlong was made available in grocery stores across the country. This allowed us to Bring Home a Taste of the Jays to all Canadians, recreating the magic of an authentic in-stadium ritual right at home. Fans enjoyed the full suite of Schneiders products and had the chance to win a $10,000 watch party—bringing the excitement into homes and communities nationwide.

Schneiders Fastest
HHP Category Growth

(outpacing all rivals)

> 14Million+

Digital Impressions

119K

Contest Entries

53K

Email Opt-ins

111K

Unique Entries

We forged a connection with Canadian communities through the game of baseball and their love for Canada’s team – the Toronto Blue Jays. By building on the nostalgia of enjoying a game with a foot long, we brought the stadium experience to life for fans across the country.

Using a full-funnel marketing approach, we drove immediate product trial and conversion while building brand loyalty that extended the consumer relationship well beyond the promotional timeframe, ensuring long-term engagement.

Strong retailer support and buy-in was complemented by a powerful dealer loader program that drove incremental displays and impactful POS visibility.

We delivered a robust in-store contest and conversion-driving campaign that not only boosted short-term sales but also fostered enduring engagement with shoppers throughout their journey and beyond.