Kraft scores again with hockey promo

Mike Troy
Editorial Director
Mike  Troy profile picture

Community engagement is the name of the game with an innovative promotional effort Kraft has brought back for the fourth year.

Kraft is looking for the most spirited and enthusiastic hockey communities nationwide as part of its “Let’s rally! Kraft Hockeyville,” promotion. Towns nationwide are invited to compete for the title of “Kraft Hockeyville USA 2018,” which includes the opportunity to host an NHL pre-season game and $150,000 in rink upgrades.

“The overwhelming response we’ve seen from hockey communities over the years has been an inspiration,” said Michelle St. Jacques, Kraft’s head of brand marketing and R&D. “Our Vision at Kraft Heinz is ‘To Be the Best Food Company, Growing a Better World,’ and the passionate hockey towns who rally around Kraft Hockeyville truly bring it to life, both on and off the rink.”

Longtime program ambassador Jeremy Roenick, NHL veteran and current NHL analyst for NBC Sports, is back for Kraft Hockeyville USA 2018.

“This is one of the most gratifying things I’ve done in sports—it’s not just about one person, or one story. It’s about communities pitching in to nominate their rinks and show passion around hockey and youth programs,” said Roenick. “This program always reminds me of the support that my local ice rink provided me when I was a young hockey player.”

Unlike previous years, the nomination application is just the first step for communities across the country to share unique stories about their local rink, teams, hockey spirit and passion. Throughout the submission process, hockey communities will be asked to bring their stories to life online to earn Rally Points by adding notes, uploading photos and videos, tweeting from the community page and interacting with the community on, where complete contest rules and how to enter are available. Finalists will be selected based on the best stories and their community’s total Rally Points through three periods, like a hockey game.