Our approach
We built an integrated launch campaign designed to connect with Australians across broadcast, live experiences and social influence - each channel reinforcing the next.
National Broadcast to spark curiosity
The campaign opened with a Canada Day cooking segment on 7NEWS Sunrise, where chef and influencer Morgan Hipworth demonstrated a mapleinfused Monte Cristo toastie to 4.9 million viewers. This moment introduced maple syrup in a new context: simple, versatile and easy to use beyond breakfast.
Live events to deepen understanding
Two launch events at Three Blue Ducks brought together nutritionist Rebecca Gawthorne, chef Darren Robertson, and maple expert David Colcombe. Across a morning tea and lunch, guests learned about:
- The health benefits of pure maple syrup.
- The four types of maple syrup and specialty products.
- The tree-to-table process and ethical tapping.
- The ingredient’s culinary versatility.
Influencers and media tasted dishes featuring maple across entrees and mains, gaining practical knowledge and inspiration they could share with their audiences.
Influencer amplification to drive behaviour
Every guest left with a maple sample box as well as the confidence to create their own dishes. Their content became the campaign’s amplification engine: recipes, reels and posts showing how pure maple syrup fits into everyday cooking. This peer driven storytelling reinforced the core message and encouraged followers to try maple for themselves.
The impact
Following the event, influencers and media guests posted pure maple syrup recipes on their social channels, encouraging their followers to buy and cook with pure maple — the ultimate goal of our Canada Day events and live television segment.
Over 135 stories, reels, and feed posts featuring pure maple syrup were posted, reaching a total of 15+ million viewers
40 high profile guests attended the morning tea and lunch events
100% of influencers posted on the day of the events
Nutritionist Rebecca Gawthorne and chefs Darren Robertson and Morgan Hipworth created videos cooking with pure maple syrup for their combined following of 1.8 million
