The Background Supermarket chain Kaufland has been a partner of slovak ice hockey for years. When the players score on the ice, we are there. The Problem But plenty of other brands are there too, right next to us. We needed to differentiate ourselves. The Insight We found an opportunity where no other brand is. Injuries! Those are just as emotional and closely watched as the games. And used insight that all athletes are familiar with. When icing an injury, they use a bag of frozen veggies. The Idea We created unique product, that connects world of hockey and supermarket - cooling pack that looks like a bag of frozen vegetables. An sponsorship tool that says we're with hockey players not just in the good times like everyone else, but in the bad times too. The Execution The campaign was launched by one of our top players, Hudacek. Insta story from match was followed by online video revealing the carrot is an ice pack. Next we sent the packs to all the major league teams and national hockey team which started using them and generating spontaneous media coverage. This all was free, without any payment to the teams. In the final part of campaign we launched giveaway for all hockey fans on social media. The Results All 16 slovakian pro teams are using the packs and generating content spontaneously. Even the national team. 800 000 organic reach (25% of Slovak online population) 1500 entered giveaway The pack was spontaneously used during most watched TV hockey event of the year - World Hockey Championship.