LOS ANGELES — King’s Hawaiian launched its “Be the Game Day Hero” campaign alongside professional soccer player Alex Morgan.
The campaign, which centers on the parents and caretakers of young athletes as the real MVPs, includes a sweepstakes to win gift cards for parents and coaches and a virtual meet-and-greet between Morgan and a winning youth soccer team.
“Alex Morgan is the perfect partner to help us honor the true MVPs of game day with our new ‘Be the Game Day Hero’ campaign,” said Holger Kraetschmer, chief marketing officer at King’s Hawaiian. “Youth soccer is an amazing way that kids and their families make lasting memories, and King’s Hawaiian has the power to take moments of togetherness like this to the next level. We’re glad to recognize these hardworking parents and guardians, and we’re thankful that so many rely on King’s Hawaiian to help fuel and celebrate with their young athletes.”
Be the Game Day Hero also includes a collaboration with the American Youth Soccer Organization and a sponsorship with Alianza de Futbol and Black Star, two U.S. soccer programs that provide opportunities for Hispanic and Black players of all ages and backgrounds.
“My daughter and I are huge fans of King’s Hawaiian, so I’m thrilled to partner with the brand on a campaign celebrating the real game day heroes,” Morgan said. “I know firsthand what a difference the sacrifices and support of parents and volunteer coaches can make, and this campaign is all about thanking these dedicated individuals who help fuel the future of soccer.”
Corporate sponsorships such as this continue to serve as an opportunity for baking companies to connect with consumers in a new way. King’s Hawaiian was also recently named the official bread of the Toronto Maple Leafs.
