The media team directed a creative shop to adapt an existing UK spot called “On Ice”, which featured an animated Grouse skating, by adding a hockey net and rink boards into the spot, effectively putting the Grouse on a hockey rink. The spot ran exclusively in "Hockey Night in Canada". This idea was then expanded to include specific news and crime-drama executions to further capitalize on the viewing preferences of the target group.

Our campaign delivered 7.5 million impressions during primetime, a 30% larger audience than a regular campaign with the same budget. Adapting the creative to program content, we were able to minimize commercial avoidance and maximize receptivity. Annual sales increased by 6.4%, while our #1 competitor’s sales decreased by 3.4%.