Hilary Duff may have been looking for a snack – and to connect with Toronto Blue Jays fans – when she ate a Schneiders Loonie Dog on stage on Aug. 12 during the first of two performances in Toronto last week. But the Canadian hot-dog brand saw an opportunity to turn the unexpected moment into a marketing one.

Looking to capitalize on the excitement around Duff’s first tour in nearly 20 years, Maple Leaf Foods and No Fixed Address took less than 24 hours to develop, approve and deploy the new DOOH campaign “What Dreams Are Made Of” before the pop star’s second show one night later. The DOOH went live on Aug. 13 outside of the RBC Amphitheatre, playing off one of Duff’s latest songs and pairing it with the $1 stadium staple she enjoyed while wearing a hometown Blue Jays jersey.

DOOH illustration courtesy of Maple Leaf Foods

The campaign is the latest example of Schneiders building on the cultural equity of its Loonie Dog platform, which has become closely associated with the Toronto Blue Jays and the Rogers Centre experience. Earlier this summer, the brand also named Blue Jays manager John Schneider its “Official Hot Dog Manager.”

An NFA spokesperson tells strategy that the idea was sparked when an agency employee shared an Instragram Reel of Duff eating the hot dog into a group chat the morning after the concert. Fuse Media supported the media buy to launch the DOOH around the RBC Ampitheatre before Thursday’s second show.

“When a cultural moment like this happens organically on stage, agility is everything,” No Fixed Address group account director Shawne Elnicki said in a release. “You can’t manufacture this kind of magic. Hilary gave the Loonie Dog its moment in front of her fans and our job was to make sure it lived beyond the stage.”