By Harmeet Singh
Mondelez International has launched its second youth soccer-focused CSR program in Canada, for the first time under the “Pass the Love” name it’s used in other markets.
The campaign – which involves Mondelez’s Mr. Christie, Ritz, Belvita and Chips Ahoy! brands – asks Canadians to share videos of themselves participating in soccer keep-up challenges (doing as many as they can using their heads, for example) on behalf of their local club.
Points are given based on the total number of keep-ups and social media shares received. The top 20 clubs with the most points at the end of the program will win $5,000 for their team. Canadians can also donate on the Pass the Love microsite.
The Hive led the campaign, which runs through May, with Carat on media.
The program is being supported with in-store displays and POS materials featuring Desiree Scott, a member of Canada’s national women’s team.
The campaign is focused on communities, families and youth soccer clubs nationally. It also includes support through Mondelez brands’ social channels, and through the Canadian Soccer Association and direct communication to clubs.
Soccer continues to grow in popularity in Canada, one of the reasons Mondelez has chosen to support that sport in particular, Teresa Spinelli, senior associate manager of consumer engagement told strategy via email.
The program also recognizes that supporting Canada’s national teams means supporting youth soccer, where all of our national athletes got their start, she says.
The idea is to give back in a fun way, Spinelli notes. ” As we saw with last year’s campaign, the dollars awarded to the clubs went on to have a very positive effect, including increased training opportunities and helping those who could not afford registration fees or equipment.”