The Federation of Quebec Maple Syrup Producers
Liquid is the first UK agency for the Federation, which represents the interests of more than 7,300 maple syrup producers in the province. Quebec is responsible for 93% of the Canadian production and 71% of today’s global maple syrup output.
Liquid’s brief is to promote maple products from Canada and Quebec to UK consumers as well as the trade. Although less than a year into the campaign, Liquid has created the UK website, branding appropriate for the UK market and carried extensive qualitative and quantitative research on current maple syrup consumption. This research has not only informed the approach but also enables benchmarking of activity, awareness and sales.
An integrated social and digital campaign, as well as a proactive press office function, are at the heart of the PR programme. From developing a ‘taste test’ film, devising traditional UK recipes with a maple twist to consumer magazine photography, Liquid has developed a campaign that targets three distinct audiences – the ‘foodie’ (from chefs to keen cooks), the ‘wellness’ consumer (those interested in their health) to the sports enthusiast (especially runners and cyclists).