As economic uncertainty and the looming threat of tariffs stir concern among consumers, Maple Leaf Foods has launched a unique campaign urging Canadians to look local — not just in principle, but in practice. Rather than solely spotlighting its own products, Maple Leaf Foods is highlighting more than 15 fellow Canadian brands in a rallying call for unity and collective support.
The new campaign, titled “Look For The Leaf,” takes its name not just from Maple Leaf Foods’ own packaging, but from the Canadian maple leaf symbol found across many homegrown products. The initiative encourages Canadians to choose items that proudly carry the leaf, a signifier of their national roots.
“These are unprecedented times in Canada,” says D’Arcy Finley, Vice President of Brands at Maple Leaf Foods. “We felt it was time to do something bigger than just reminding people of our own Canadian heritage.”
A Campaign Born From Collaboration, Not Competition
Developed in partnership with creative agency No Fixed Address, the campaign is a distinct departure from more divisive “us vs. them” narratives seen in previous Buy Canadian movements. Instead, it embraces a spirit of unity.
“As shoppers, we’re also just citizens who want to do the right thing,” explains Jamie Marcovich, Executive Creative Director of the campaign. “Not everyone knows which products are truly Canadian. It can be confusing. This was about making it simpler — and about helping Canadians shop with intention.”
Among the featured brands in the campaign are well-known names like Dare, Chapman’s, Gay Lea, Neal Brothers, Clearly Canadian, Kawartha Dairy, Made Good, High Liner Foods, and Schneiders, among others.
The campaign is rolling out nationally through out-of-home advertising, social media, and a dedicated microsite, lookfortheleaf.ca, where Canadians can discover which brands are part of the initiative.
How Brands Were Selected: A Mix of Heart and Pragmatism
According to Finley, the original list of participating brands came together quickly — and practically. “It’s complicated for everyone right now,” he says. “What’s Canadian-owned? What’s Canadian-operated? Where do the profits go? We started with brands we already had relationships with and could move quickly with.”
Yet what began as a core group has since grown into something much larger.
“We are getting inundated with requests for a second round,” Finley reveals. “Other companies have been reaching out, wanting to participate. That’s been incredibly exciting.”
The Emotional Impact: ‘This Brought Me to Tears’
While the campaign has only just launched, the response has already been deeply emotional — especially for Finley, who says he’s heard from people across the industry moved by the gesture.
“In my career, it’s very rare that people reach out to say something brought them to tears,” Finley says. “But I’ve had that three times already with this campaign. It’s clear that people are craving unity right now.”
That sentiment is echoed by Marcovich: “People didn’t even know they were craving something like this. It’s a rallying point for Canadians — not to punch back, but to rise up together.”
Grocers Respond with Enthusiasm
Although the campaign isn’t being directly activated in-store — at least not yet — grocers and retailers across the country are embracing the message.
“We’ve had overwhelming applause from our partners,” says Finley. “It aligns with the broader conversations we’ve been having with retailers, and we’re hearing a lot of praise for doing the right thing.”
Not a Moment — A Movement
While some might see this surge in Canadian consumer pride as a fleeting reaction to trade uncertainty, both Finley and Marcovich believe the shift is here to stay.
“This doesn’t feel like a blip,” Marcovich says. “Even if the tariffs never happen, something has been ignited that isn’t going out.”
Finley agrees: “I’ll stake my reputation on it — this will persist for at least four years, and likely longer. We’re witnessing the start of something much bigger.”
He adds that, until recently, ‘Canadian-raised’ and ‘Canadian-made’ weren’t consistently top motivators for shoppers. “But that’s about to change. People want to support local now more than ever.”
A Campaign Rooted in Values, Not Ego
What sets “Look For The Leaf” apart is its selfless stance — a brand using its voice to amplify others. “We’re proud to play a role in service of something bigger,” Finley says. “It’s not about ego; it’s about creating a movement.”
The team deliberately avoided reactionary tactics. “There was pressure to respond quickly and take centre stage,” Finley recalls. “But we paused. We took a breath. And we came back with something constructive.”
Marcovich likens it to the “24-hour rule” used by hockey parents. “You step away, think about it, then respond with purpose. That’s what we did.”
Looking Ahead: More Leaves to Come
With growing interest from Canadian brands eager to join, a second phase of the campaign seems all but inevitable.
“We’ve already created space on the microsite for new partners to reach out,” Marcovich says. “This campaign has the power to grow organically.”
Whether driven by tariffs or a long-overdue sense of national pride, the movement is clearly resonating.
“It’s a time for us to come together,” Finley concludes. “And if this campaign helps Canadians make choices that support our economy, our communities, and each other, then we’ve done our job.”
Brands Participating in ‘Look For The Leaf’ So Far
- Chapman’s
- Clearly Canadian
- Covered Bridge
- Dare Foods
- Fantino & Mondello®
- Gay Lea
- Greenfield Natural Meat Co®
- High Liner Foods
- Kawartha Dairy
- Lunchmate™
- Made Good
- Mina® Halal
- Neal Brothers
- Organic Meadow
- Schneiders®
- Summer Fresh
