Open Kitchen
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The Maple Leafs partnered with Sobeys to create Open Kitchen, a content series led by Erin Tavares - John Tavares’ wife (Leafs Forward) and the heart of the Tavares family kitchen, bringing fans inside the family’s everyday food routines, hosting moments, and life beyond game day. The program showed how Sobeys supports the choices that matter at home, from week night meals to family gatherings.
THE PROBLEM
Sobeys needed to feel more emotionally relevant in a grocery category where shoppers often choose based on routine, convenience, or price.
THE ASK
Create a platform to show how food plays a meaningful role in everyday routines, from grocery choices to family meals, placing Sobeys at the core of grocery consideration.
CREATIVE INSIGHT
Fans love seeing the personal routines that make athletes and their families feel more relatable – for many, the kitchen is where planning, connection, and care come to life every day.
THE IDEA
Open Kitchen: A behind-the-scenes content series that invites fans into the Tavares family kitchen to see how food supports their everyday routines, positioning Sobeys as a trusted part of the moments that matter off the ice.
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The
Results
THE Results
This is the power
of partnerships
