July 15, 2021 (TORONTO, ONTARIO) – OverActive Media ("OverActive") (TSXV:OAM), a leading global esports organization, announced today that Crave Meals (CRAVE), a Kraft Heinz Canada brand (NASDAQ:KHC), is the new Official Meal Partner of the Toronto Ultra, Canada's Call of Duty team.
The new partnership agreement will see CRAVE, which is heating up the frozen aisle with mouth-watering innovation, score the only in-game jersey asset on the Toronto Ultra uniforms during the end-of-season Call of Duty League (CDL) Champs competition. This is a unique sponsorship position, as the in-game branding asset is a one-of-its-kind in the Canadian market.
"In competition, on-jersey brand patches are now well-established marketing tools in traditional sports yet relatively new in esports. That is why we are so thrilled to have CRAVE become our first in-game jersey patch partner for our popular Toronto Ultra franchise," said Tyler Keenan, VP of Global Partnerships at OverActive.
CRAVE’s partnership has already begun, as they supported Toronto Ultra through their return to Canada and their two-week quarantine by providing unapologetically mouth-watering meals. CRAVE branding will also be seen on Toronto Ultra’s physical jersey for Stage 5 and CDL Playoffs. CRAVE will bring Ultra fans closer to CDL playoffs as the Official Presenting Partner of Toronto Ultra’s 2021 CDL Playoff Run, with custom content, unique experiences, TikTok integrations and other unique fan opportunities to connect with Toronto Ultra players.
"With so much scrimming and VOD reviews, being properly fuelled for competition is an important part of being a successful pro player. CRAVE is the perfect solve for delicious quick meals whenever we need them," added Insight, Toronto Ultra player.
"The CRAVE team is so excited to be fuelling Toronto Ultra's gaming stars as their Official Meal Partner,” added Brian Neumann, Associate Director, Brand Build & Innovation, Kraft Heinz Canada. “We are looking forward to establishing an authentic relationship with the Call of Duty community, as we know our product can fuel casual gamers and competitors alike. Our delicious meals are ready in minutes, letting gamers spend more time doing what they love; gaming."
CRAVE is a new meals brand that took the frozen aisle by storm in 2018, and which now has 19 mouth-watering varieties like Buffalo Chicken Mac and Cheese and Pesto Ravioli with Spicy Italian Sausage. From dinners to crispy melts to ALL-DAY BREAKFAST, CRAVE is loaded with protein and ready in just minutes - perfect for your gamer needs.
CRAVE joins a growing list of industry-leading brands that includes Bell, Bud Light, Canon, Red Bull, Universal Music Canada, SkipTheDishes, Jack Link's, EPOS and TD Bank that are working alongside OverActive to drive the optimal fan experience.
About Kraft Heinz Canada
Kraft Heinz Canada is the country's largest food and beverage company and is a subsidiary of Kraft Heinz (NASDAQ: KHC). Kraft Heinz Canada provides high quality, great taste and nutrition for all eating occasions whether at home, in restaurants or on the go. Kraft Heinz Canada products are found in more than 97 per cent of Canadian households. The Company's iconic brands include Kraft Peanut Butter, Heinz Ketchup, KD, Philadelphia Cream Cheese, Renées Dressing, Jell-O, Classico, Kool-Aid and Maxwell House. Kraft Heinz Canada is dedicated to the sustainable health of our people, our planet and our Company. For more information, please visit www.kraftheinzcompany.com.
For more information, please contact:
Babak Pedram, Virtus Advisory Group Inc. (Investor Relations)
Joel Shaffer, Longview Communications Inc. (Public Relations)