ConAgra takes to the ice with NHL
ConAgra Foods Canada has announced a new marketing partnership with the National Hockey League.
The agreement, which will take effect at the beginning of the 2007-08 hockey season, will see ConAgra partner with the league on several marketing initiatives aimed at fans across Canada.
Robert Visconti, brand manager, ConAgra Foods Canada, says the partnership will allow his company's brands, which include Chef Boyardee, Orville Redenbacher's popcorn and Crunch 'n Munch, to use the NHL's broad appeal to reach their respective target groups.
"We were looking for a way to increase our relevance across our key brands and reinvigorate these brands from a Canadian perspective," says Visconti. "We were also looking for a way to bring brands with different targets and different general strategies together under one common scale."
Visconti says no specific marketing programs have been developed with the NHL.
-Matt Semansky
