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Federated Co-op launches marketing campaign for Game Day Approved line

Three-month campaign uses CFL on TSN telecasts featuring Western teams

Saskatoon-based Federated Co-operatives Ltd. has launched a three-month marketing campaign promoting its Game Day Approved line of general merchandise and snack food products. Initially launched in 2010 with the CFL’s Saskatchewan Roughriders, the Game Day Approved line of products expanded this year to include the Calgary Stampeders, Winnipeg Blue Bombers and Edmonton Eskimos. It features snack foods and drinks bearing the name and image of selected players from the four CFL teams. This year’s Game Day Approved items include “Reilly’s TD Toss Chips,” named for Eskimos quarterback Mike Reilly; “Cornish RB-Q Chips,” featuring Stampeders running back Jon Cornish; and “Quarterback Quench” sport drink featuring Roughriders QB Darian Durant. A 30-second TV spot developed by Saskatoon agency Creative Fire is running in CFL on TSN telecasts featuring Western teams until Nov. 8. The spot shows fans of each of the four participating CFL teams enjoying the Game Day Approved products as they gather to watch the game. Federated Co-op is also running a series of 15-20 second digital ads specific to each of the four Western markets. Federated Co-op has a presence in more than 500 communities throughout Western Canada, with the Game Day Approved products found primarily in food stores and convenience stores at its gas bars. The organization donates a portion of all sales of Game Day Approved products to children’s hospital foundations in their respective markets. Federated Co-ops has donated more than $416,000 since the program’s launch. “We’re quite proud of what we’ve been able to accomplish,” said Leah Andrew, associate vice-president of marketing and communications for Federated Co-op. “The teams that we’ve been working with are enjoying the alignment and the community base we have in Western Canada. “Their ability to reach rural communities as well as urban communities is something that’s been well-received by them.”

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