Smoke’s Poutinerie hits the road with poutine-eating championships

Smoke’s Poutinerie is taking its poutine-eating championships on the road. The Toronto-based foodservice company has created the Smoke’s Poutinerie World Famous Great Canadian Cross-Country Plaid Gravy Train Fries Curd & Gravy Weird Wild and Wacky Poutine Eating Tour 2014 or, as the company says, “SPWFGCCCPGTFCGWWWPET2014 for short.”

Smokes TourThe tour will hit 17 cities in 17 days and feature three of the world’s top competitive eaters: ‘Furious Pete’ Czerwinski; Tim ‘Gravy’ Brown and Pat ‘Deep Dish’ Bertoletti. Every event will dish out free poutine to event-goers.

For the past four years, Smoke’s Poutinerie—a Canada-wide poutine franchise—has held its World Poutine Eating Championships in Toronto. “We’ve been working with these competitive eaters for a number of years now and we wanted to take the fun of [the championships] and create a national tour around it,” said Danica Linnemann, marketing manager at Smoke’s Poutinerie.

“As brand, we certainly have grown a lot within the Ontario region, but people out west are still getting to know us. So, we want to bring our brand out there and show them that we’re fun.”

The cross-country tour kicked off in Halifax on Aug. 5 with a “Man vs. Donair” eating competition and will conclude in Vancouver on Aug. 19 with a zombie poutine-eating challenge. “We’ve tried to put our creative minds together and come up with something unique and beyond anything that’s been attempted before,” said Linnemann.

Updates on the tour will be posted to the brand’s Facebook page and Twitter account.

Smoke’s Poutinerie, which was created in 2008 by former ad man Ryan Smolkin, now has 80 franchise locations across Canada and is expanding into the U.S. The company does almost no traditional media, relying instead on events and social media.

Brands Articles

Axe adds Canadian element to ‘Find Your Magic’ campaign

Toronto Raptors branding makes a cameo in spot's #TheNorth version

Cult CEO: Playing it safe is the riskiest move for marketers

Chris Kneeland on why risk-aversion may be limiting growth for brands

Porsche Canada shuffles its executive team

New marketing director hails from Volvo Cars Canada

On The Move: Promotions at Union and District M

A weekly update of who's headed where in Canadian marketing and communications

Sport Chek floods Toronto with 1,891 free basketballs

The stunt served as the kick-off to the retailer's new basketball-themed campaign

BMO’s “Ball-Star” hits the court for All-Star Weekend

Bank's marketing also includes a 10-foot tall ATM

OMD tops Gunn Report for 10th straight year

Report lists Canadian office's 'Smart City Project' among the network's best work

Edo Japan re-signs with Brookline Public Relations

Calgary-based PR shop appointed AOR for sixth consecutive year

Adidas kicks off All-Star Weekend with a pop-up shop

The global sportswear brand has opened a Toronto sneaker boutique