King's Hawaiian partners with Toronto Maple Leafs

King’s Hawaiian is now the official bread of the Toronto Maple Leafs.

The partnership includes advertising in and around Scotiabank Arena, as well as the opening of the first King’s Hawaiian Junction in the arena in February.

King’s Hawaiian is the first ever non-restaurant food brand to have its own concept concession stand at Scotiabank Arena. Menu items include: The Classic Chicken Sandwich, The Fried Chicken Club, The General Tso Chicken Sandwich, Hot Dog and The Aloha Dog.

The collaboration is part of the brand’s “On a Roll” campaign that launched in Canada in December. 

King’s Hawaiian will also release a TV spot, titled Perfectly Imperfect, to be simulcast across Canada on CTV, CTV2 and TSN from Jan. 28 to Feb. 11.