February saw McDonald’s Canada leverage Toronto Raptors’ Pascal Siakam participation in the 2023 NBA All-Star Game by introducing a new, limited edition ‘Siakam Swirl McFlurry’ and promoting it through an integrated campaign timed to coincide with the 17 to 19 NBA All-Star Weekend.
McDonald’s Canada developed the new ‘Siakam Swirl McFlurry’ in collaboration with the Toronto Raptors (Canada’s only NBA franchise) and with Pascal Siakam himself.
The product takes inspiration from Siakam’s famous spin move and also reps the Raptors’ team colours. The team/player product consists of ‘rich and creamy vanilla soft-serve, decadent hot fudge and crushed red smarties’ and it was only available for a limited time at participating restaurants in Ontario.
The associated marketing campaign was created in harness with agency Cossette and sought to drive awareness of and excitement around the Siakam Swirl McFlurry.
The integrated campaign spanned TV, online video, social (led by Facebook, Instagram, Snapchat, Spotify and TikToky) and OOH executions. There were also sampling events featuring a Siakam Swirl-branded McFlurry truck which were set it up to target fans arriving at and leaving the team’s Scotiabank Arena.
The hero television commercial, titled ‘Siakam Swirl McFlurry – made with Smarties’, roleldd out from 14 February.
“This was an exciting brand and agency first. The Siakam Swirl McFlurry represents the first-ever McDonald’s Canada menu item inspired by an athlete,” explained Cossette Group Creative Director Leilah Ambrose. “Being able to tap into Pascal’s authentic fandom gave us creative licence to make this collaboration feel truly ownable, fresh and fun.”
The campaign was developed by creative agency Cossette and Prime Marketing, with media handled by OMD Canada, production was handled by Feels Like Home, edit by Roster Post and Alter Ego, music from Pirate Toronto and the PR was handled by Weber Shandwick.
Comment
Siakam has a unique relationship with the NBA All-Star Weekend and routes to playing in the league’s showpiece. Whilst he was selected to participate in 2023 as a reserve replacement (for Devin Durant), it was back in January 2020 that he attracted major publicity when he became the first player to play in the G-League (the NBA’s second tier) to be selected to start in the NBA All-Star game.
It was back in 2018 that McDonald’s Canada first signed a multi-year, multifaceted partnership with the Toronto Raptors – Canada’s only NBA team.
In 2020, the brand won a Clio Sports Bronze award for its ‘McDonald’s X Raptors Sponsorship’.
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