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He shoots! We score!

by Brenna Morell, Media Relations Coordinator, Canadian Forces Personnel Support Agency

Don Cherry has elevated the CANEX “Support our Troops” merchandise campaign to a whole new level.

During Game Five of the Stanley Cup finals, the hockey legend displayed a U.S. “We Support our Troops” ball cap, sparking discussion among CANEX HQ staff in Ottawa. Next day, CFPSA staff members delivered comparable Canadian merchandise to the “Coach’s Corner” set, and were cautioned there was no guarantee he would be able to display the products during the Game Six broadcast.

“The hat appeared on Mr. Cherry’s desk … during the first intermission,“ said CFPSA Category Manager Lisa Nudelman. He not only plugged the merchandise on Coach’s Corner, but he also wore a Support our Troops ball cap and ordered 10 for himself. And the Canadian Broadcasting Corporation flashed "www.cfpsa.com/canex" on-screen, giving viewers a roadmap for placing orders.

“And then he did it all over again during Game Seven,” Ms Nudelman said. “None of us were expecting that, nor were we expecting the overwhelming response from Canadians.”

In the week that followed the broadcasts, CANEX received more than 6000 online orders from viewers wanting to show their support to the CF community. By the end of the second week, Canadians had purchased more than 30 000 Support our Troops items – ball caps, t-shirts, car and fridge magnets, bracelets, lapel pins, and window decals.

Orders continue to come in. CANEX has increased its production to meet this elevated demand, and has allocated the resources necessary to fill orders promptly.

And because the play-offs were broadcast live to deployed CF personnel via CFPSA’s CF Radio & Television, “…we hope Don Cherry’s actions let the soldiers know just how much Canadians and the CFPSA are behind them,” said Mark Larose, CFPSA Deployment Support Manager.

The Support our Troops campaign offers Canadians a venue by which they can demonstrate their support—emotional and financial—to the benefit of the CF community. Proceeds from the sales of the Support our Troops items go directly toward morale and welfare programs for CF personnel and their families.

Media Contact info:

Brenna Morell
Media Relations Coordinator,
Canadian Forces Personnel Support Agency
(613) 996-6204