King’s Hawaiian has joined forces with MLSE to become the official bread of the Toronto Maple Leafs.  As part of the new partnership, King’s Hawaiian opened a branded concession stand that combines its delicious bread products with Maple Leaf Sports & Entertainment’s culinary offerings, in the home of the Maple Leafs, Scotiabank Arena.

“Since bringing King’s Hawaiian to Canada in 2018, we’ve set out for King’s Hawaiian Rolls to become part of Canadian culture and traditions, so it is an honour to join forces with the iconic Toronto Maple Leafs,” said Holger Kraetschmer, King’s Hawaiian Chief Marketing Officer. “As we continue to expand our ‘On a Roll’ campaign and tap into new Canadian passion points, we’re particularly excited about the unveil of a first of its kind eatery that proves just how well our soft and fluffy buns pairs with hockey, one of Canada’s favorite pastimes.”

The opening of this new eatery coincided with the brand’s “On a Roll” campaign update, and ad spot, “Perfectly Imperfect.”

Brands mentioned:

• Sponsor – King’s Hawaiian
• Rights/ Property – MLSE

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