Hockey Star John Tavares Helps Kraft Hockeyville Mark 20 Years with 'It Starts at the Rink'

In its milestone 20th anniversary year, Kraft Hockeyville - a programme that has helped unite Canadian communities through the power of revitalising local arenas - will unveil its biggest campaign to date under the new creative platform: It Starts at the Rink. The 2026 iteration of this national programme will deepen its storytelling with several new elements, all working to bring the heart of the initiative to life.

Over two decades, Kraft Hockeyville has shown that a rink is more than a sheet of ice - it’s the heart of a community. The programme is built on the belief that revitalising a rink renews the pride and possibility in the community that surrounds it. To mark 20 years, Kraft needed a campaign that demonstrated that in hockey, everything starts at the rink… but the ripple effects reach far beyond.

The campaign from Rethink will kick off with a spot, bringing the idea of 'revitalisation' to life by showing ice spreading from a single rink across an entire community - a visual metaphor for the impactful reach of Kraft Hockeyville.

The film culminates with Canadian NHL star, John Tavares, stepping onto the ice, reinforcing what sets Hockeyville apart from any other grassroots hockey initiative: the NHL actually comes to these communities. Hosting a pre-season game locally is an inspiring experience that many communities would not otherwise have.

John Tavares was the perfect pick to star in the spot, given that he played his debut game with the Toronto Maple Leafs in the pre-season Kraft Hockeyville winning game in Lucan, Ontario, in 2018. He scored two goals in this game and spoke to media afterwards about the importance of Kraft Hockeyville and the power of local community hockey.

John is also dedicated to ensuring that children across Canada have the necessary support and tools to explore their passions through the John Tavares Foundation, drawing some strong synergies with the Kraft Hockeyville programme.

“It’s inspiring to see how Kraft Hockeyville continues to grow and adapt while staying true to its purpose. Hockey has a unique way of bringing people together, and this year’s new format means we’re able to award more funding to more communities than ever before. I’m thrilled that we’re deepening our commitment to reinvigorating the local rinks that serve as the heart of Canadian communities,” said Kelly Fleming, chief marketing officer Canada, Kraft Heinz.

“Kraft Hockeyville has always been about more than fixing a rink. It is about strengthening the heartbeat of a community. With this campaign, we wanted to honour twenty years of that impact by telling a simple story that shows how far the power of a rink can reach.” said Geoff Baillie, group creative director, Rethink.

“My love of hockey was born at the Oakville rinks during my childhood. Rinks like it are more than just buildings – they're the hubs of our communities,” says John Tavares. “And programmes like Kraft Hockeyville celebrate just how much these rinks mean - not just to the game, but to the communities built around them. I was lucky to experience the magic of Kraft Hockeyville first hand, from stepping onto the ice in Lucan, Ontario in 2018 for my first ever game with the Leafs, to playing in the game for West Lorne, Ontario in 2023. I’m excited to be a part of this milestone year for the programme and I’m looking forward to seeing all of the different Canadian communities come together this year.”

The English spot is accompanied by a French version to reach Québec’s passionate hockey audience.

Kraft Hockeyville will launch a fully integrated national media plan designed to connect with hockey fans across Canada.