Montreal Canadiens-Provigo partnership renewed
Montreal Canadiens-Provigo partnership renewed
Provigo announced that its partnership with the Montréal Canadiens is being renewed for three years, confirming its status as the Habs' official grocery store. As a partner, Provigo will do more than ever for customers and Canadiens fans with a series of new initiatives throughout the season, including in-store promotions throughout the year to win more than $100,000 in team-related prizes.
"We are very proud to have renewed and, in particular, expanded our partnership with this organization, which — in addition to generating a lot of pride in Quebecers — shares our values of social and community engagement," Charles Valois, vice president of promotions for Provigo and Loblaws Québec, said in a press release.
Starting with the first game on Oct. 7, the "Earn points with every win" promotion will give everyone enrolled in the PC Plus rewards program a chance to earn bonus points on the purchase of certain specially marked products after the team wins a game.
"The points can be accumulated and are offered until the end of the next game, which is on October 10. If the Canadiens win again, the points will be available until the end of the next game, and so on. If the Canadiens lose, the points will not be available until they log another win. This could represent hundreds of millions of PC points in all," Valois said in the release.
"The partnership is part of relaunching Provigo in Québec; the relaunch stresses discovery, taste and freshness, in other words, the fact that we love food," Nathalie Langlois, marketing director for Provigo and Loblaws Québec, said in the release. "Accordingly, the campaign's creative platform focuses on the Elevate your Game signature."
During home games at Bell Centre, fans will be able to enjoy a new twist on the classic hot dog and other traditional hockey foods thanks to the two Provigo condiment bars. The stations will be set up in Club Desjardins to give fans a chance to discover original ways to dress up classic foods with the savory President's Choice and PC Black Label Collection brand condiments. Following some games, product samples will also be handed out to fans.
The partnership also includes the return of the Canadiens' popular Provigo Practice, to be held at Bell Centre on Feb. 21, 2016.
"Our customers are huge Canadiens fans and share our passion for hockey," Langlois said in the release. "Last January, 14,000 customers attended the Canadiens' Provigo Practice, a family event that invites fans to attend an official hockey practise and interact with players. Many such fans expressed their thanks in person or through social media. More than 1,275 tweets with the hashtag #ProvigoHabsGo were posted."
