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

Our audience already had a strong association of Canada and nature and we built on that for our print ad. We conveyed the complex message about nature, richness, and enjoyment with a layered visual of Canadian nature pouring into a familiar enjoyment occasion - pancakes. The vibrant colors of the key visual delivered an additional layer of energy making it stand out from the crowd. And combined with the tagline - “It’s different because it’s 100% Canadian” and copy elaborating on the benefits, our ad encouraged consumers to learn more on maplefromcanda.jp or follow us on social.

But changing people’s mindset is no easy task. We needed to be credible and contextual. That made magazines a key ingredient in our channel mix. That was where our busy audience went for the latest and greatest in lifestyle, inspiration, tips, and advice.

Rather than the more expected choice of cooking magazines, we placed our ad in LEE - a popular lifestyle and fashion magazine with nationwide distribution. This allowed us to not only stand out from the crowd but also link maple with lifestyle choices, building on the product’s existing premium image.