Stick it to Hunger with Hershey and the NHL!
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The 2012-2013 NHL season may have just come to an exciting close, but hockey fans are already counting down the days until their favourite teams are back on the ice. Be part of the momentum by featuring the OH HENRY! Stick it to Hunger consumer promotion in your store this fall.
The OH HENRY! brand is the number-one selling hunger bar in Canada, and a new advertising campaign set to launch in Q3, 2013 will support this association and help bring awareness to the promotion.
The promotion will appeal to customers in two ways: first, it offers an exciting opportunity to win* NHL-related prizes, and second, it has an important cause attached to it, and customers won’t want to pass up the opportunity to “stick it to hunger” by contributing to local food banks.
There are two components to the promotion:
1. Choose your NHL Experience:
- This promotion gives your customers the chance to win an NHL experience, and by running it in your store, you can be part of the action.
- Consumers head to the Facebook contest site and enter the UPC code from an eligible Hershey’s product. POS materials will also feature Quick Response (QR) codes and a text-to-win component so consumers can easily access the site while in your store!
- All of Hershey’s everyday “front-end” and “in-aisle” items will be included as eligible entry codes.
Grand Prizes: Consumers have the chance to win an NHL or EA Sports adventure of their choice, from one of the following three options:
1) A trip for two (2) to the 2014 NHL Winter Classic game
2) A trip for two (2) to the 2014 NHL Awards in Las Vegas, or
3) A trip for two (2) to EA Sports Studios in Vancouver
- A behind-the-scenes tour of the impressive state-of-the-art facility
Secondary (weekly) prizes: Each week, two prizes will be drawn for and given away throughout the duration of the promotional period, including shop.canada.nhl.com gift cards worth $250, or a copy of the game “NHL 14 Hockey Game” from EA Sports.
2. Stick it to Hunger:
- The Stick it to Hunger portion of the promotion aligns OH HENRY! with “hunger” and local food banks.
- Customers enter any Hershey UPC in the Facebook contest site and Hershey Canada will donate† 50 cents to local food banks. The goal is to raise $50,000 and donate on behalf of OH HENRY!
- Remember that cause-based promotions are important to consumers, and help to engage female shoppers.
- Layering on a social cause increases purchase intent by +13%.
Key contest details to share with your customers*:
National start ship: August 26, 2013
Website activation: September 2, 2013
Contest open: September 2, 2013 – January 6, 2014
In-store focus period: September – December, 2013
Grand prize draw: November 29, 2013
Lead brand: OH HENRY!
Secondary brands: REESE, HERSHEY’S, SKOR, CHERRY BLOSSOM and TWIZZLERS
This promotion combines two truly Canadian passions: hockey and helping those in need. Be sure to make room for this promotion in your store – the available POS materials are truly one of a kind!
For Official Contest Rules, click here.
*No purchase necessary. Internet access and valid Facebook account or cellular network access required. Enter Sept. 2 – Nov. 24, 2013 for chance to win a Grand Prize; Sept. 2 – Jan. 6, 2014 for a chance to win a Weekly Prize. Grand Prize draw Nov. 29, 2013. Open to legal residents of Canada over age of majority. Math skill test and Release required. 3 Grand Prizes available, each consisting of a trip for 2 to an NHL® Experience of the winner’s choice from among Sponsor’s available events at time of each winner draw (approx. value: $4,600.00, based on a sample Toronto departure and Detroit location). Also, 2 prizes available weekly; 1 x EA SPORTS™ NHL® 14 Hockey Game (approx. retail value $59.99 each); 1 x $250.00 gift certificate for shop.canada.nhl.com. Total value of all prizes approx. $19,379.82. Odds depend on number of entries received. Restrictions apply. Enter via https://www.facebook.com/OhHenryCanada or scan QR code on POS material or text “win” to 73373. Standard Messaging & Data Rates may apply. Official Rules at https://www.facebook.com/OhHenryCanada
†For every entry received, Sponsor will donate 50¢
Oh Henry! is a registered trademark of Hershey Canada Inc. © Hershey Canada Inc.
NHL, the NHL Shield and the NHL Winter Classic name are registered trademarks and the NHL Winter Classic logo and NHL Awards name and logo are trademarks of the National Hockey League. All NHL logos and marks and NHL team logos and marks depicted herein are the property of the NHL and the respective teams and may not be reproduced without the prior written consent of NHL Enterprises, L.P. © NHL 2013. All Rights Reserved
EA, EA SPORTS and the EA SPORTS logo are trademarks of Electronic Arts Inc. Officially Licensed Product of the National Hockey League. National Hockey League Players' Association, NHLPA and the NHLPA logo are trademarks of the NHLPA and are used under license by Electronic Arts Inc. © NHLPA. Officially licensed product of the NHLPA. All other trademarks, copyrights and other forms of intellectual property belong to their respective owners.