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For its latest campaign, Quaker Canada went to Délı̨ne (pronounced "day-le-neh"), Northwest Territories, known as the birthplace of hockey, to give The Jerry Vital Memorial Arena kitchen a Quaker Breakfast Bar makeover.
Last year, Quaker Canada began the Quaker Breakfast Bar initiative to help hockey communities continue to thrive. The community of Navan, Ontario, received an arena renovation that brought them together and reignited the community's love for the game. Continuing with that commitment in partnership with local government officials, Délı̨ne was chosen this year because of the Sahtu Dene, Délı̨ne First Nations' unparalleled passion for hockey and community connection.
Home to the Délı̨ne Braves and Délı̨ne Chiefs (the Oldtimers), the Jerry Vital Memorial Arena serves as a training ground for an annual free hockey camp led by 1 to 6 NHL players, inspiring the next generation of athletes who travel from nearby regions to participate. With a fly-in-only location, a population of around 650, a strong hockey tradition, and a deep-rooted connection to oats used in local dishes like caribou stew, Délı̨ne is an ideal setting for the second year of the Quaker Breakfast Bar campaign.
This August, The Jerry Vital Memorial kitchen was transformed into a fully stocked Quaker Breakfast Bar, featuring a variety of Quaker's high-in-protein products, including its newest line of products, Protein+ instant oatmeal. The Quaker Breakfast Bar renovations are a way to give hockey communities high-in protein, delicious-tasting breakfast time and snack options to help them take on the day with confidence.
"The You've Got This platform is about offering Canadians the tools to do and be their best," said Logan Chambers, Senior Director of Marketing at PepsiCo Foods Canada. "As a proud supporter of Canadian hockey communities, we are thrilled to bring this Quaker Breakfast Bar renovation to the community of Délı̨ne where not only hockey but the arena itself connect and bring people together. The Quaker Breakfast Bar is our way of energizing the community so that everyone can take on the days that matter."
To showcase the Délı̨ne kitchen renovation, Quaker has partnered with Sportsnet to produce a 3-minute segment, featuring former NHL hockey player and current Sportsnet news anchor, Colby Armstrong, that will air on the first Hockey Night in Canada of the year on October 12th.
Media used to support the campaign includes:
- 15s, 30s and 60s TV ads.
- Meta, TikTok, YouTube ads.
- Amazon partnership - Monday Night Hockey Sponsorship.
- Influencer content - partnering with hockey players to show the audience how they incorporate Quaker products into their day and how Quaker Protein sets them up for the day.
- Creator content - partnered with 2 creators to develop a video around recipes/nutrition, training, and mindset, adding your expertise or knowledge on the topic.
Who's behind the Find Your Water campaign?
- Agencies -
- Brand - PepsiCo Foods Canada
(click on the link to view the agency's Vendor Directory listing)
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