Maple Leaf launches value-focused TV spot

Maple Leaf Foods has launched a 60-second brand spot to reflect its entire product portfolio and to help demonstrate the role its brands play in the busy lives of Canadians. Over the past few years, the packaged food company has been building its Maple Leaf Naturals and Prime Chicken labels to offer consumers healthier and […]

Maple Leaf Foods has launched a 60-second brand spot to reflect its entire product portfolio and to help demonstrate the role its brands play in the busy lives of Canadians.


Over the past few years, the packaged food company has been building its Maple Leaf Naturals and Prime Chicken labels to offer consumers healthier and more convenient products. So the time was right to introduce a television commercial that encapsulated the company’s recent efforts and its dedication to meeting the evolving needs of its consumers, said Stephen Graham, Maple Leaf’s chief marketing officer.

“All great brands and great companies understand that they play a role to enable the lives of customers, and the key is to demonstrate what meaningful role you play and not just what products you sell,” said Graham, who credits a “hard working” marketing team and advertising partners for the company’s recent achievements.

The new brand spot from Maple Leaf Foods’ creative agency John St. is a mix of vignettes that show Canadians hard at work or completing everyday tasks. “We’ve got a lot to do Canada and we can’t do it on an empty stomach,” says the male voiceover. The spot ends with the new tagline: “Feeding the Country.”

“Great brand communications are a great demonstration of who you are and what you stand for, and you can’t make it up. It has to come out of the company DNA and who the people are and we have a long history of being an important food company in Canada and beyond,” said Graham, who wants viewers to walk away from the spot believing Maple Leaf Foods holds that same values they do.

Maple Leaf Foods handles its media buying in-house.

Brands Articles

Montreal Canadiens draft Jay Baruchel for fan club launch

NHL team launches Club 1909 to connect with fans around the world

Kraft Peanut Butter brings iconic bears to life

Peanut butter brand introduces plush toys as part of its “Stick Together” campaign

Sears strikes leasing deal with U.K. fashion retailer

Primark to open seven standalone stores in U.S. malls

On the Move — Weekly Roundup

A recap of who’s headed where in Canadian marketing communications

Redefining the mini-meal

Shoppers looking beyond classic snacks like chips and cookies

Air Miles focuses on storytelling in new video

Campaign turns user-generated content into branded content

Mr. Sub selects Tag Franchise for a brand refresh

The quick-serve submarine chain is ready for change

More 2014 MIAs finalists – shortlist #2

Finalists in the Best Use of Content and Best Use of Digital Channels categories