Small towns have long been the birthplace of hockey legends, but the reality is that these small towns are often overlooked when it comes to hockey infrastructure. Limited investments mean leagues struggle to thrive, and families often travel great distances or even relocate to larger cities to pursue their hockey dreams. But in these small towns, there are fans, families and youth who love and live for sports.
Hockey is more than a sport—it’s a way of life, a bond between families, and the heartbeat of countless communities. Recognizing this, Giuseppe Pizza (a hearty-sized family pizza) set out to unite the country through the love of hockey and the joy of sharing a slice of pizza. The challenge was to amplify this from small-town arenas to the ‘arena’ of social media nationally.
Enter Giuseppe Pizza’s “Practice with a Pro” program: a once-in-a-lifetime opportunity for young hockey players to hit the ice with NHL star and legend Jarome Iginla. This year’s winners, the U15 Dalmeny Sabres, not only got to hone their skills but also became the heroes of a story that celebrated teamwork, resilience, and the communities that rally around their local rinks.
The challenge for Giuseppe was clear—how do you bring together hockey, families, and pizza in a way that feels meaningful and exciting? The answer lay in combining the power of digital storytelling with real-world experiences. Partnering with BILI Social, (a social media content and commerce expert), Guiseppe crafted a campaign that went far beyond traditional advertising, integrating community spirit and creator-driven content to capture hearts nationwide.
The event in Dalmeny, Saskatchewan, was brought to life through the eyes of five diverse creators, ranging from hockey players to sports enthusiasts and influencers. These creators shared 24 engaging pieces of content across TikTok, Instagram, Facebook, and X, ensuring every fan—from casual hockey followers to die-hard enthusiasts—felt connected to the experience.
The Results:
- National Attention: The initiative resonated deeply with families and youth hockey teams across the nation, generating over 7.7 million views and exceeding view goals by 40%.!!
- Fan Engagement: a whopping 216,800+ interactions, including likes, shares, and comments – exceeding industry norms by 3X
- Platforms: TikTok, Instagram, Facebook, and X became the campaign’s digital arena.
- Creators: Five unique voices ensured inclusivity and relatability for a wide audience.c
Why It Worked:
Giuseppe’s “Practice with a Pro” didn’t just promote pizza; it focused on teamwork and brought communities together. Families cheered, young players learned from a legend, and fans across the country celebrated the heart of hockey. The campaign turned a simple slice of pizza into a symbol of connection, teamwork, and celebration—proving that nothing pairs better with hockey than Giuseppe Pizza.
This innovative, heartfelt campaign exemplifies how a CPG brand can transcend its product, making a significant and lasting impact on the lives of its consumers.
