The brief
After four years of building awareness for pure Canadian maple syrup in Australia, Québec Maple Syrup Producers set a new challenge: Promote maple’s health benefits, inspire healthier recipe discovery and grow the brand’s subscriber base.
To succeed, we needed more than reach - we needed a creative hook that would cut through and a channel strategy that would convert.
Our approach
We built Health is Wealth as a simple, compelling creative story - positioning pure maple syrup as a naturally nutritious ingredient worth adding to everyday menus.
Then we paired that story with a smart, multilayered digital strategy designed for precision, visibility and conversion.
- Display ads maximised visibility, ensuring the health-led message reached new audiences at scale.
- Performance Max and Demand Gen ads were used to efficiently drive competition entries and email signups.
- The competition mechanic acted as the bridge between awareness and action, turning interest into a growing, owned audience.
By aligning a clear creative narrative with the right channels and formats, the campaign delivered both reach and measurable behaviour change.
The impact
The campaign outperformed expectations, proving the power of combining a strong idea with the right digital tactics:
- 2,555 new newsletter signups.
- A$2.94 cost per conversion.
- 15M+ ad impressions.
- 16,528 visits to the campaign page.
Health is Wealth didn’t just spread a message, it built a highly engaged audience ready for future maple storytelling.
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