Provigo renews its partnership with the Montreal Canadiens

Provigo is giving gift cards to customers who arrive in stores dressed in the colours of the Montreal Canadiens, as part of its annual sponsorship with the Habs.

It’s part of the grocer’s fifth consecutive year of partnership and the second year of its current three-year deal with the team.

For four consecutive Saturdays, starting Oct. 15, clients dressed in the team’s red, white and blue garb stand the chance to win a $100 gift card from the Tricolore Sports store in draws conducted by store managers in all 86 Provigo stores. The program will continue again next spring.

Provigo has also brought back its Earn Points with Every Win promotion that allows fans to earn additional PC points on selected products after every Canadiens victory. A new microsite makes it easier for PC Plus members to download special offers.

The promotion continues throughout the season and into the playoffs, if the team makes it that far, says Nathalie Langlois, marketing director for Provigo in Quebec. “We hope it will go better this year,” she says of the team’s pitiful performance last year.

Provigo is using the signature Elevate your Game (Partisans du bon goût) to inspire fans to transform game nights from chips and beer into gourmet hockey events.

In January, it will hold a contest for foodies in which participants will be asked to share photos of their favourite meals while watching a game. Fans will compete to win to a luxury suite at the Bell Centre for 12 people to watch a game and enjoy a gourmet meal experience, prepared by Provigo’s chef.

Provigo’s highly-visible rink board ads continue to appear behind the net at each game at the Bell Centre. “Every time there’s a goal, you see the Provigo logo,” Langlois notes.

In addition, Provigo is holding Canadiens-themed kids birthday parties at President’s Choice cooking schools in the Greater Montreal area. The parties cost $20 per child for a minimum of 12 children and include invitations, cooking classes, hockey games, group photos, a themed cake and gift bags that include $20 gift certificates at Tricolore Sports and President’s Choice cooking school gift certificates.

The marquee event of the sponsorship is the Provigo Practice, an official team practice to be held at the Bell Centre on Feb. 19.

Last year, people lined up as early as 6 a.m.  to get the best seats and Provigo brand ambassadors distributed such fare as hot chocolate and toasted sandwiches with jam and peanut butter.

Fans filled the arena and shared 1,766 photos and comments about the practice on #ProvigoHabsGo, making it the top trending topic on Twitter in Quebec and within the top 10 in Canada.

PC Plus members are given four tickets to the practice on a first-come, first-served basis at Montreal area stores and they go quickly, says Langlois. “We give tickets to families who don’t often get the chance to go to the Bell Centre."