LOOK FOR THE LEAF

"9 “THIS CANADIAN FOOD COMPANY IS CELEBRATING BRANDS THAT SPORT ‘THE MAPLE LEAF” 1 festeetoena (Even if it isn’t ours ) “MAPLE LEAF FOODS HITS BACK AT U.S. i TARIFFS BY URGING CUSTOMERS TO BUY - ‘CANADIAN — EVEN FROM ITS RIVALS” AdAge HOW MAPLE LEAF FOODS USED THEIR LOGO ‘ TO IGNITE THE ECONOMY AND UNITE A NATION. A CULTURAL CONTEXT Donald Trump's tariffs and taunts that Canada would become the “Bist State” triggered a huge wave of patriotism amongst Canadians. This led to a surge of “Buy Canadian” messaging from Canadian brands. Most reacted by using the moment to remind shoppers that they were 100% not American. But Maple Leaf Foods, one of the most iconic food brands in Canada chose to do the most Canadian thing possible and focus on what makes us Canadian...our collective unity. IDEA Introducing: Look For The Leaf, not just another “Buy Canadian” campaign, but a unifying rally call for an entire country, Instead of shining the spotlight on ourselves, we launched a national campaign that featured other Canadian brands, even competitors. And the one thing connecting them all together? The red “Made in Canada” leaf on their packaging, the same one in the Maple Leaf Foods logo. A microsite became the hub where shoppers could learn more and new brands could sign up to join the mission. And by partnering with Canadian delivery app Skip, we made it easy to not just look for the leaf, but shop for it too. To date nearly 50 brands have joined the coalition. Alll united under one leaf. Proving the most powerful way to fight back is by coming together. sales increase for 70M 222% | 50 = doubling category coalition growth O/ Canadian Of rreasein 66 % grocery shoppers L6 % partner ales via 'O reached © skip delivery app UTTER ART ok for the leaf. , Canad bee somnn gap Se ard —"-Look for the leaf. Spurge = | Senta — i vis, = ’ ‘ se reddit POGr FooD.cANADA