Maple Leaf Foods initiated the 'Look for the Leaf' campaign to promote Canadian pride and encourage consumers to choose Canadian brands during a time of economic anxiety due to US tariffs. The first phase featured an overwhelming advertising presence over 48 hours, targeting grocery shoppers with a strong emphasis on Canadian identity through the maple leaf icon. The campaign aimed to unite rather than create competition and was consistent in its messaging across various advertising channels. The second phase included nationwide out-of-home ads running until the end of July.
The purpose of the campaign, in partnership with creative agency Fuse Create, was to emphasize Canadian pride by encouraging grocery shoppers across Canada to literally 'look for the leaf' and buy products featuring the maple leaf icon that designates Canadian brands.
Maple Leaf Foods set out to orchestrate 'a cultural event, not just a campaign.' It seized on the sociopolitical moment to foster unity, rather than competition.
Running a campaign for only two days isn't the norm in advertising. But Maple Leaf Foods 'wanted something unorthodox and disruptive,' he said.
The second phase of the campaign, which launched at the end of June, will run through the end of July and primarily features nationwide OOH ads.
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