Maple Leaf Foods - "OOH 2" by ANDY Awards 2026
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Maple Leaf Foods - "OOH 2"
- Brand: Maple Leaf Foods
- Country: Canada
- Advertiser: Maple Leaf Foods Inc.
| Title | OOH 2 |
| Agency | No Fixed Address |
| Campaign | Look for the Leaf |
| Advertiser | Maple Leaf Foods Inc. |
| Brand | Maple Leaf Foods |
| Date of First Broadcast/Publication | 2025 / 3 |
| Business Sector | Food |
| Story | In early 2025, a wave of Canadian pride swept across the country, sparked by tariffs, political tensions, and the threat of becoming the 51st state. Canadians rallied together in an unprecedented movement to support local businesses and buy homegrown products. Maple Leaf Foods, a brand deeply rooted in Canadian heritage, recognized both an opportunity and a responsibility in this moment. With nearly every brand attempting to capitalize on patriotic sentiment, the challenge was clear: to rise above the noise. Insights The insights driving the campaign were hiding in plain sight; Maple Leaf’s name and logo literally carry the national symbol. That gave Maple Leaf Foods permission to lead the “Buy Canadian” conversation and do it in a way that was uniquely Canadian: sharing the spotlight. Instead of putting itself at the center, Maple Leaf Foods chose to help Canadian shoppers discover even more Canadian brands, encouraging them to “Look for the Leaf,” even if it wasn’t theirs. Execution To make this feel like a cultural event, not a campaign, we knew we had to own the moment completely. And with conversations around buying Canadian at an all-time high, we had to act fast. So, we launched a coordinated 48-hour national media takeover in both languages and coast-to-coast, designed to flood every major consumer touchpoint with a single, powerful message: Look for the Leaf. The media approach was a major departure from typical Maple Leaf Foods campaigns. Instead, we engineered a full-throttle, media blitz rooted in targeted Share of Voice and maximum visibility. We 100% SOV dominated homepages of top-tier news outlets, blanketed high-traffic digital OOH in key markets, and took over social channels. We even targeted the returning politicians in Ottawa with a special ad placement. Every channel reinforced the other. Every impression amplified the next. In a span of just 48 hours, you couldn’t go online, outside, on your phone, in your car, or check the news, without seeing “Look for the leaf”. Results By relinquishing the spotlight, Maple Leaf Foods earned it. The campaign was seen by 67% of all Canadian grocery shoppers, an extraordinary number given the tight timeframe and crowded messaging environment. But more importantly, it earned cultural resonance, as consumers didn’t just see Maple Leaf Foods as a Canadian brand, they saw it as a leader of a national movement; we didn’t just tell Canadians to buy Canadian, we helped them do it, with a media plan that made it impossible to miss it. And after our takeover, it was more than just Canadian pride that was on the rise. Our 48hour blitz achieved: 46 million Impressions, +7% Increase in $ Sales volume, +43% Lift in Brand Engagement, +2% gain in Share of Voice, 148K+ Clicks to site, and 67% of all Canadian grocery shoppers seeing the campaign. Earned media then carried us for two months afterwards. |
| Media Type | Case Study |