Maple Leaf Foods begins Raptors sponsorship, campaign
Maple Leaf Foods has signed a sponsorship agreement with Maple Leaf Sports & Entertainment to become the "official protein of the Toronto Raptors" basketball team. The multi-year sponsorship will include special packaging, in-store materials, and various television, digital and social media components over the next 18 months.
Maple Leaf Foods has also released a new television commercial featuring Toronto Raptor Cory Joseph. The creative follows the athlete's career backwards from the NBA to its beginnings. The campaign was developed by Sid Lee of Toronto. Media buying was conducted in-house. The campaign will run until May 28 on Bell Media and Corus specialty channels, as well as CTV and CTV2 and TSN. It will also run online on Facebook and YouTube.