Josh Kolm

Now in its ninth year, Kraft looked to what keeps leading to huge swells of grassroots support for Hockeyville to promote this year’s edition of the program.

Kraft Hockeyville is an annual contest where Canadians can nominate their local community arena as the one most deserving of an upgrade. The winner, decided by an online vote on the Kraft Hockeyville website, will receive $100,000 in arena renovations to help keep their hockey program strong heading into the future and host an NHL preseason game next season. But aside from the cash prize, consumer insight showed it was the way communities were able to come together in support of what is often the hub of activity in the community that made Hockeyville appealing to Canadians.

http://strategyonline.ca/2015/01/13/kraft-hits-close-to-home/