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

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. So, for the month of October, we partnered with the nationwide popular fashion magazine LEE (print and digital edition) to tell the story of how maple can make daily life and cooking simpler, easier, more delicious, and nutritious.

We wanted our wellness guardians to imagine themselves using maple in their daily cooking, feeling confident and happy about it. So, with the help of a popular influencer, we created an informative advertorial offering practical advice on how to use maple. With visually appealing yet simple, and nutritious dishes, our advertorial urged readers to try the recipes and/or look for more information on our website.