KraftHeinz
Kraft Hockeyville
For eight years, Kraft Hockeyville had brought communities together across Canada, in pursuit of the venerated title of “Hockeyville.”
Each year it has grown – more entrants, more voting, more passion. Until the NHL announced a lockout in September 2012. There would be no professional hockey until the new year.
After four months of building tension across a hockey-starved nation, the NHL was back, but with so much time lost, the puck would not drop for Kraft Hockeyville.
For hundreds of communities across Canada, there would be no campaign in 2013.
But as the snow returned in the late fall, so would Kraft Hockeyville, and Edelman was challenged to bring back the program, bigger and better than ever.
We focused on Canada’s aging arenas – the beating hearts of our communities, seeding the launch of the new campaign with an emotional video that called upon all Canadians to rally and rebuild.
We returned to the birthplace of indoor hockey, the historical location of Montreal’s Victoria Skating Rink, and the first hockey arena in the world—a former Canadian paradise, now paved into a parking lot.
On that very spot, we built Kraft a rink, and invited hockey fans to skate once again, honouring this hallowed ground, a celebration, and a warning of what can happen to the glorious buildings across Canada, if we allow them to continue to deteriorate.
NHL royalty Wendel Clark and Patrice Brisebois spoke to media from coast-to-coast about the need for action to save our arenas. And Kraft Hockeyville did return—bigger and better than ever.
The Results
532 nominated communities from across Canada (135% increase from 2012)
They organized, they rallied, they cheered, and they voted, with more than 15 million votes cast.
