Maple Leaf Foods Empowers Parents to End Dinner Time Compromise

Maple Leaf Foods’ has launched its new brand platform, 'Natural Negotiators'. Developed and executed by its creative partner, Sid Lee, the campaign unifies the Maple Leaf brand’s marketing initiatives under the 'Natural Negotiators' platform, and reflects their commitment to delivering high-quality products that meet the evolving needs of today’s parents.

The 'Natural Negotiators' platform draws inspiration from the everyday struggles of parents, who often find themselves bargaining with their children over just about everything– especially food. Maple Leaf hopes to empower parents by offering a range of products that meet the highest standards of quality, ingredients and taste, eliminating any need for compromise.

The platform rolls out in multiple phases throughout the year, across a variety of media touchpoints. TV and online creative launch the new platform while heroing Maple Leaf Top Dogs’ natural hot dogs. The campaign also includes significant TV support for Maple Leaf’s Prime RWA chicken, along with online videos about the benefits of chicken raised without antibiotics. 

By championing real, natural ingredients and flavour, Maple Leaf highlights its dedication to authenticity while addressing the common challenges faced by parents.