When Trump taunted Canada as the “51st State” and launched a trade war, a “Buy Canadian” frenzy erupted. Most brands tried to capitalize on Canadians’ anger and frustration, Maple Leaf Foods, the most iconic food brand in Canada, chose unity.

Introducing: “Look For The Leaf. Even If It Isn’t Ours.” Instead of shining the spotlight on ourselves, we launched a national campaign featuring other brands, even competitors, who all share the “Made in Canada” maple leaf on their package, the same one in the iconic Maple Leaf Foods logo. 

We invited dozens of carefully vetted companies to join us, building a first-of-its-kind coalition of 100% Canadian brands. And we paid for it all. By rising above the noise and creating a unified front, we proved the best way to fight a bully is by coming together.