Maple Leaf Foods’ Protinis brand is targeting “really really really” busy people with a new TV spot and Twitter campaign.
Protinis, part of Maple Leaf’s Natural Selections line, are ready-to-eat chicken snacks in individual servings. The product launched in March, with Olympic medalist Hayley Wickenheiser enlisted as a brand spokesperson.
The new 30-second spot shows Wickenheiser going about her busy day, from home to the hockey rink to class. It ends with the tagline, “the official snack of everything” and a throw to the Twitter campaign #BusierThanHayley. Consumers who tweet why they’re busier than Hayley receive a coupon to try Protinis’ new ready-to-eat chicken skewers, which are available in three flavours.
The campaign aims to educate consumers about how Protinis are a fit for them in their busy lives, while also driving awareness for the brand’s partnership with Wickenheiser, said David Alexander, marketing manager, digital at Maple Leaf Foods.
“The partnership was perfect because the product extends beyond Hayley as an athlete to her role within work, school and as a parent,” he said. Beyond awareness, “we really want to dig into that consumer engagement, on how people are actually busier than Hayley.”
The target for the campaign is women 18-54. “Our target is very active on Twitter and in the last year,a great deal of research has been released that connects Twitter and in-store purchase behviour,” said Alexander. The platform “allowed us to leverage that real-time intent, build our audience on the platform and also join a lot of the existing conversations.”
Twitter campaign notwithstanding, “you’ll notice there are a lot of people tweeting about how busy their days are,” said Alexander. “It was a natural fit for us to go on the platform and continue that conversation.”