To help create some excitement for the Biscuit, Gum and confectionary portfolio, it was important to make it relevant for shoppers. Mondelez tapped into the passion of Blue Jays nation to create a compelling consumer proposition that would appeal to all fans of the team.

The consumer promotion offered fans a chance at winning their choice of the Ultimate Blue Jays VIP Experience. Entry was tied to purchase and fans could upload shopper receipts of their purchase daily for a chance at instant prizes plus to be entered into the grand prize sweeps.