‘Look for the Leaf’ campaign puts on a united front
As Canadians unite in support of buying Canadian products, Maple Leaf Foods is taking it a step further by uniting Canadian-owned brands.
The CPG giant has launched the “Look for the Leaf” campaign, showcasing 15 Canadian brands. The lookfortheleaf.ca microsite encourages Canadians to “shop the leaf” by showcasing participating brands and linking to their websites.
Out-of-home ads in Toronto feature product shots from different brands, focusing on each one’s maple leaf symbol, alongside the tagline, “Look for the leaf. Even if it isn’t ours.” A 15-second video on social media also highlights various maple leaf symbols on the brands’ packaging.
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“Over the past couple of months, the threat of impending U.S. tariffs—will they or won’t they—has been such a huge topic in Canada. As one of Canada’s most iconic brands, Maple Leaf wanted to have a public-facing stance on it,” says Shawne Elnicki, group account director at No Fixed Address, Maple Leaf Foods’ creative agency. “We’ve seen many brands come out with campaigns that were just about their brand—more of an ‘us versus them’ approach. Maple Leaf wanted to use their leadership for good and unite Canadian brands of all sizes… giving everyone a platform and making sure Canadian shoppers really know what is a Canadian brand.”
With varying criteria for labelling products as Canadian, Elnicki says it can be tricky for consumers to find truly Canadian-owned brands. “That kind of wayfinding solution hadn’t really been discussed yet, and it was something that Maple Leaf wanted to help solve for… We rallied the resources and sent out the call.”
Brand partners that joined the initiative include Chapman’s, Clearly Canadian, Covered Bridge, Dare Foods, Fantino & Mondello, Gay Lea, Greenfield Natural Meat Co., High Liner Foods, Kawartha Dairy, Lunchmate, Riverside Natural Foods (MadeGood), Mina Halal Neal Brothers, Organic Meadow, Schneiders and Summer Fresh, along with Maple Leaf-owned brands Greenfield Natural Meat Co., Schneiders, Mina Halal and
Fantino & Mondello.
In an email to Canadian Grocer, a spokesperson for Maple Leaf Foods said the goal of the campaign is to “create a unified front to encourage consumers to support Canadian products, regardless of the brand name on the package.”
“Maple Leaf Foods believes that supporting Canadian brands isn't just about promoting their own products, but about rallying together with other Canadian companies to strengthen the entire industry,” the spokesperson said. “This approach reflects our belief that we only win when all of Canada wins. While this campaign is a response to the current economic challenges, it also sets the stage for an ongoing collaboration and partnership among Maple Leaf Foods and other iconic Canadian brands.”
READ: Chapman’s vows to freeze prices for remainder of year despite tariffs
On lookfortheleaf.ca, there’s a form that other Canadian brands can fill out to join the movement. While the microsite will be live ongoing, the paid-media portion of the campaign, handled by Fuse Create, ran for just 48 hours. “It’s essentially a 48-hour media domination on a national scale,” says Elnicki. “It includes homepage takeovers of key news networks, as well as out-of-home dominations in Toronto at both Union Station and Yonge & Dundas Square.”
Looking ahead, Elnicki says conversations about evolving the campaign are already underway. “For Maple Leaf, this isn’t just a moment in time. No matter what happens with the tariffs… this has signalled a new moment of patriotism in Canadians. So, we want to make sure that we continue to give them the solutions. We do see these partners as in it for the long haul with us, and we are hopeful that as the message continues to grow, we’ll only get more and more partners.”
The Maple Leaf Foods spokesperson noted that the company’s overall marketing strategy has been significantly influenced by the fluctuating nature of the trade war, requiring constant adaptation and strategic planning.
“By consistently highlighting our Canadian heritage and the quality of our products, we aim to reinforce our commitment to supporting local brands and the Canadian economy. This strategy is not just a temporary measure; it is part of a larger, ongoing effort to celebrate and promote Canadian pride. We will continue to shout from the rooftops how proud we are to be Canadian, now and always.”
Watch the Look for the Leaf campaign video below:
