Maple Leaf Foods Sparks Pride with Its 'Look for the Leaf’ Campaign
Georgia Wray Norsten — March 25, 2025 — World
References: mapleleaffoods & adage
'Look for the Leaf' is more than just a tagline; it’s a movement. Maple Leaf Foods is taking a bold stand in response to U.S. tariffs, urging Canadian consumers to support homegrown brands, even if they belong to the competition.
Created by No Fixed Address, this campaign transforms grocery shopping into a patriotic act. With eye-catching out-of-home ads, Maple Leaf Foods is spotlighting the red maple leaf found on other Canadian brands like Dare, Chapman’s, and Gay-Lea -- helping consumers easily identify truly Canadian-made products.
'At a time when tariffs are hitting Canadians, we wanted to do more than highlight our own heritage,' said D’Arcy Finley, VP of brands at Maple Leaf Foods. 'This is about giving people a simple way to support Canadian businesses.'
With over 60% of Canadians shifting away from U.S. products, Look for the Leaf is fueling a nationwide push for economic solidarity.
Image Credit: Ad Age
Created by No Fixed Address, this campaign transforms grocery shopping into a patriotic act. With eye-catching out-of-home ads, Maple Leaf Foods is spotlighting the red maple leaf found on other Canadian brands like Dare, Chapman’s, and Gay-Lea -- helping consumers easily identify truly Canadian-made products.
'At a time when tariffs are hitting Canadians, we wanted to do more than highlight our own heritage,' said D’Arcy Finley, VP of brands at Maple Leaf Foods. 'This is about giving people a simple way to support Canadian businesses.'
With over 60% of Canadians shifting away from U.S. products, Look for the Leaf is fueling a nationwide push for economic solidarity.
Image Credit: Ad Age
Trend Themes
1. Nationalistic Consumerism - The rise of campaigns encouraging consumers to choose domestic products is sparking a shift towards patriotic purchasing behavior.
2. Tariff-driven Loyalty - Tariff-induced shifts in buying habits are driving brand strategies that emphasize national allegiance over traditional competitive advantages.
3. Collaborative Branding - Brands teaming up to promote national identity offer a unique cooperative model that strengthens domestic market presence.
Industry Implications
1. Food & Beverage - The food and beverage industry is finding new avenues for growth through campaigns that leverage national pride to influence consumer choices.
2. Marketing & Advertising - Innovative ad strategies that emphasize local identity are gaining traction, offering fresh opportunities for agencies focused on cultural resonance.
3. Retail & Consumer Goods - Retailers are witnessing a shift in consumer loyalty driven by nationalistic marketing, prompting a reconsideration of inventory and sourcing strategies.
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