Quebec Maple Syrup: A Sweet Campaign!

Just in time for the holiday season, Érable du Québec stands out with a bold campaign designed to encourage Quebecers to replace refined sugar with maple syrup. Developed in collaboration with Rethink, this creative campaign blends humor with a thoughtful look at our eating habits. The central idea: catching consumers “red-handed with sugar” and inviting them to choose a local and delicious alternative—maple syrup. This lighthearted and engaging approach inspires people to move from intention to action while celebrating the versatility and richness of this homegrown product.

Rolled out across multiple platforms—TV, web, outdoor displays, and content marketing—the campaign grabs attention through striking visuals and messages that resonate with the daily lives of Quebecers.

For Espace M, this project exemplifies a successful synergy between strategic creativity and optimal media distribution, with a clear goal: promoting the adoption of new habits. We are proud to help spotlight this iconic product from Quebec’s terroir and let maple syrup shine through this initiative.