Kellogg’s Frosted Flakes, the official breakfast cereal of the NHL, and brand mascot Tony the Tiger challenged Canadian hockey fans beyond the ice during game commercial breaks with ‘GR-R-REAT TR-R-RIVIA’ games.
To add fun and excitement to the commercial breaks during NHL game broadcasts, Kellogg’s Frosted Flakes teamed up with Rogers owned broadcaster Sportsnet to engage Canadians watching hockey from their sofas at home.
The marketing initiative, developed by agency Leo Burnett Toronto, launched on 6 March with a time-gated trivia website, social and digital assets and TV/OLV featuring the Tony the Tiger as the host of ‘GR-R-REAT TR-R-RIVIA’.
Leo Burnett Toronto handled strategy, creative development and execution with animation studio Tantrum Studio and media was run through Starcom Mediavest Group.
“We know sports fans have so much heart for Kellogg’s Frosted Flakes and Tony the Tiger. We just had to wake up that love with a program that helped them engage with us during their favourite moment… the game,” said Kellogg Canada VP Of Marketing & Wellbeing Emma Eriksson. “We are giving everyone at home a way to make the game they love even more fun and at the same time, let them reconnect with Tony the Tiger.”
“Watching hockey is already so much fun, we loved the idea of making the experience better by turning commercials into something everyone can play,” added Leo Burnett Toronto Co Chief Creative Officer Steve Persico. “Jumping on sports trivia to get everyone at home engaged was a perfect fit.”
“Playing trivia with an icon like Tony the Tiger ‘live’ in the Sportsnet studio during an NHL broadcast is fun and exciting for fans of all ages,” added Sportsnet VP Of Sales Anthony Attard. “As Canada’s home of hockey, Sportsnet is in a unique position to connect brands with the largest and most engaged audiences in the country through seamless content integrations.”
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It was back in 2003 that Kellogg’s partnered with the NHL and NHLPA in a multi-year agreement making Frosted Flakes the official breakfast cereal of the league and union. That original deal included limited edition, hockey themed packaging and a promo called the ‘Kellogg’s Frosted Flakes/NHL Supercharged Challenge’: a contest that culminated at the Stanley Cup with winners receiving a trip to the Finals. The Kellogg’s deal was the NHL’s first long-term official cereal partnership.
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