Schneiders rallies together Blue Jays fans

With the Toronto Blue Jays trailing the Kansas City Royals in the ALCS, Schneiders decided the team needed a little edible inspiration. Enter the #Rallydog. Based on the concept of a rally cap — a baseball cap worn inside out to encourage a team to come from behind — the #RallyDog is a hot dog nestled between a bun turned inside out. http://youtu.be/fX5BRAmSlDY Schneiders, the official hot dog sponsor of the Blue Jays, is promoting the initiative online via a 30-second video, tilted “How to make a Schneiders #RallyDog.” Shared across the brand’s social channels, and set to the tune of “Take Me Out To The Ball Game,” the video instructs viewers to grill up their dog, turn the bun inside out, dress it up with condiments and then rally. The brand is also encouraging fans to construct their own “Rally dog” and share the results online. “Anything we can do to turn the tide in Toronto’s favour is worth a shot,” said Jerry Sen, brand director for Schneiders in a release, of the creative from John St. “Hopefully the #RallyDog is just the good luck charm we need. Go Jays!” The Maple Leaf Foods owned-brand is the latest to use the team’s momentum to connect with consumers, joining the likes of Coca-Cola who recently brought back a revised version of a 1993 Jays-themed jingle. http://youtu.be/wWGl3BLlINc This article first appeared on MarketingMag.ca