MUSE Gold

2023

“It’s different, because it’s a 100% Canadian maple”

Entrant Company

relativ*

Category

Strategic Program - Digital Marketing Campaign

Client's Name

Quebec Maple Syrup Producers

Country / Region

Japan

We set off to change a long held misconception about maple syrup being an expensive topping for pancakes by drawing the consumer attention to maple’s strongest advantage over competition – nature. And simply connected the dots, so that people could do the same. We leveraged the strong association Japanese have of Canada with nature and created an overt visual line between the consumption occasion – pancakes (and others), the product – maple syrup, and its origin – Canadian forests. Under the motto – “It’s different, because it’s 100% Canadian” we built a digital campaign that targeted people browsing for recipes, intercepting their search with the bright visual leading to maplefromcanda.jp where we welcomed them with inspiring new recipes and surprising facts about maple.

Credits

Associate Director
Kazunori Shiina
Associate Client Partner
Nikita Modekurti
Senior Client Partner
Max Samchuk
Program Manager
Jess Kuguio
Strategist
Kristie Wong
Senior Designer
Kisara Onuma
Associate Designer
Sayu Fujii
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