The brief
Maple from Canada - the consumer brand of the Québec Maple Syrup Producers, representing 13,500 producers - set out to introduce their heritage ingredient to Australia. After a decade of success in the UK, the challenge was to shift maple syrup from a simple breakfast topping to a premium, versatile, naturally crafted staple for a completely new audience.
Our approach
To reframe maple syrup’s role in Australian kitchens, we built a fully integrated, multichannel strategy that touched every part of the brand experience. We combined global expertise with local insight to create a unified narrative across:
- Media relations spanning press, broadcast and digital to seed new stories about maple’s versatility.
- Social media strategy to build a consistent, modern brand voice and inspire everyday use.
- Influencer partnerships to show maple in action through trusted Australian creators.
- Content production — photography, recipe development and video to spark culinary experimentation.
- Events, activations and live experiences that brought the flavour, craft and culture of maple to life.
- Podcast partnerships and digital campaigns to reach audiences in discovery-driven environments.
- Culinary school collaborations to educate emerging chefs and embed maple into future menus.
- Consumer food show activations to meet food lovers face-to-face and drive trial.
The impact
The strategy delivered immediate traction. Maple from Canada entered the Australian market with strong momentum, achieving a 32.1% increase in exports, reaching 341M+ people, and establishing itself as a trusted, multifunctional ingredient in kitchens across the country.
Read more
