Les Producteurs et productrices acéricoles du Québec are launching a new campaign in Ontario created by Rethink. The initiative aims to demonstrate how maple can be incorporated into everyday recipes, building on the momentum of the Not Just for Breakfast campaign, which sought to broaden consumption occasions beyond the morning meal.
In recent years, many consumers have remained unsure about using maple in savoury dishes. The idea of pouring syrup directly onto a salad or pasta often raised questions. The Good in anything campaign addresses this hesitation by offering a simple guide. Each communication piece presents, in two steps, the proper way to add maple to a recipe.
The visuals highlight initial scepticism by pairing a familiar dish with a title that seems ambiguous at first, clarified by a final word that indicates the intended use of the ingredient. This structure helps demonstrate that maple can be added to a sauce, a marinade or a vinaigrette, rather than poured directly over a dish. The concept was also adapted into video messages, where the advertiser’s narration is interrupted by a doubtful voice, reinforcing the theme of questioning while providing clear guidance.
The campaign is deployed exclusively in Ontario and includes three 15-second videos, outdoor signage and a series of digital and social executions designed to reach audiences in their daily environments and anchor the message and brand in consumers’ minds.
Espace M handled media strategy, planning, buying and deployment for the campaign. The agency developed a plan aimed at ensuring strong visibility across relevant channels to support a clearer understanding of the many ways maple can be used.
Source: Grenier
