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Mondelez Canada readies Olympic Pride & Joy campaign
Mississauga-based snack food company Mondelēz Canada has signed a four-year sponsorship agreement with the Canadian Olympic Committee. This is the first time the company has sponsored Olympic athletes. Mondelēz will begin its sponsorship with a new campaign called "Pride & Joy" that will focus on the national pride Canada has for its athletes. Launching in January 2014, the campaign will include four limited-edition Christie products, in-store displays, a mobile application, a contest component and integration with CBC/Radio-Canada broadcasts of the 2014 Winter Olympic Games.
The creative will feature two animated characters called Pride and Joy, who will appear on packaging, social media pages, television broadcasts and other branded materials. The specially-packaged products will include Oreo, Mini Chips Ahoy and Maple Leaf cookies, as well as Ritz crackers. The application will alert users to key moments of the games, and distribute instant prizes with each alert. The grand prize winner will receive a trip to the men's gold medal hockey final. The campaign also includes a website at <http://www.prideandjoy2014.ca>.
"As a snacks company, we bring joy to Canadians every day through our delicious brands," said Janine Keogh, vice-president of the biscuit category at Mondelēz Canada. "We wanted to create a program that celebrates joy in a different way and the Olympic Games provide the perfect opportunity to bring our collective pride and joy to life as we cheer alongside our Canadian team."
The campaign was developed by creative agency The Hive, media agency MediaVest, planning firm Jungle Media and public relations agency Edelman.