Look for the Leaf

Trump’s tariffs and taunts towards Canada triggered a huge wave of patriotism amongst Canadians, kicking off a massive “Buy Canadian” movement. The market was suddenly flooded with brands trying to cash in. Some weren’t even Canadian, using misleading claims like "Designed in Canada” which even led to a new phrase: “maple-washing”.

In this moment of uncertainty, Canadians didn’t need persuasion. They needed help navigating the noise.

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. To date nearly 50 brands have joined the coalition. All united under one leaf. Proving the most powerful way to fight back is by coming together.