The ongoing NHL Lockout has not stopped Kraft from using hockey as a key anchor for their marketing plans.
Due to the extended stalemate up in the big leagues Kraft Canada was forced to cancel their very popular Kraft Hockeyville. This big campaign awarded an NHL exhibition game and a national TV broadcast to a local community. As an alternative, the retail food giant has launched: Kraft Hockey Goes On to celebrate and recognize local hockey volunteers and their minor hockey associations.
Kraft will work with Hockey Canada to invest $1 million dollars towards the new program that will recognize top volunteers, reward local associations and help develop grassroots 'learn to skate' programs. Communities can nominate local hockey volunteers by skating over to KraftHockeyGoesOn.ca.
