CANIDAE x NHL

Making goodness the goal

CANIDAE X NHL

When Canidae partnered with NHL teams around shared sustainability goals, they needed a campaign that celebrated both good nutrition and a healthy planet. The challenge? It had to work across multiple team partnerships, including the Stanley Cup champions.

We created "Goodness is the Goal"—a playful campaign that could flex across every touchpoint and team partnership. From social media to arena signage, OOH to in-store displays, the campaign made sustainability feel like a winning strategy worth cheering for.

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Bus stop advertisement featuring a French Bulldog running through water with the text 'GODNESS IS THE GOAL' and a package of Canidae dog food on the bottom left.
Three packages of Canidae dog food (sustain, pure, goodness) arranged on an ice surface with an ice hockey stick and skates placed beside them, against a backdrop of mountains and sky.
A light blue background with no distinct objects or features.
Laptop displaying Canidae pet food website with a running dog in a snowy landscape, and packs of pet food at the bottom of the screen.
Billboard on a yellow taxi cab with the New York Islanders logo, displaying pet food packages, a dog running in a snow-covered field, and the words 'Goodness is the goal' with a dog paw print and a piece of dog poop.

CANIDAE x NHL PARTNERS

Logos of six different NHL teams: Seattle Kraken, Tampa Bay Lightning, Nashville Predators, New York Islanders, Minnesota Wild, and Minnesota North Stars.
  • Billboard outdoor advertisement for Canidae dog food, featuring a happy dog running on snow with a background of skiers and a forest. Text reads 'Goodness is the goal,' with product images on the left.
  • Digital billboard advertising Pet Food of the Tampa Bay Lightning featuring a running dog with a background of mountains and ice. Text highlights benefits such as more protein, nutrients, and calories. The Tampa Theatre and Downtown Tampa logos are at the top and bottom of the billboard.
  • A crowded stadium seating area with people sitting and standing, illuminated advertising banners, and a sign with the words "Canidae" and "Sustainable Pet Food Full of Goodness"
  • A woman at a table giving dog food samples to a man wearing a hockey jersey with 'Go Bolts' visible. Behind them is a backdrop with a dog, and logos for Canidae and the Tampa Bay Lightning, with text reading 'Goodness is the Goal.'

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