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

On The Move: Changes at IPG Mediabrands and Ari Agency

A weekly update of who's headed where in Canadian marketing and communications

Rogers forms Elevate to offer creative agency services

Company plans a data-centric approach to differentiate from competitors

Uniqlo dips its toes in Canada’s cutthroat retail sector

Japanese apparel retailer hopes its appeal-to-all business model appeals to Canadians

Former Bensimon Byrne director strikes out on his own

Hadi Teherany opens Adelaide Park to help connect sports stars with brands

Tim Hortons pays it forward

Coffee chain giving away 10,000 free coffees in 10 days

Manchu Wok contest aims for ‘share of mouth’

Wok of Fortune promotion sees higher participation levels in its second year

LG Canada partners with celebrity chef Chuck Hughes

Appliances maker hopes to inspire Canadians to cook like a chef at home

Tangerine releases followup to ‘Hard Work’ brand anthem

Online bank takes a more product-focused approach with new spot