Project Details
Maple from Canada is the consumer brand of the Québec Maple Syrup Producers (QMSP), an organisation representing 13,500 producers dedicated to promoting pure Canadian maple syrup as a high quality, versatile and natural ingredient.
After more than a decade of achieving outstanding results promoting Maple from Canada in the UK, Liquid was successful in bidding to be the brand's preferred partner as they launched a similar marketing strategy in Australia.
Challenge
Entering the Australian market meant growing the brand to an entirely new audience. While maple syrup is well known as a breakfast topping, our challenge was to replicate the successes attained in other markets and position maple syrup as a premium, multifunctional ingredient with culinary, health and lifestyle relevance.
Approach
Leveraging our global expertise, we developed and implemented a fully integrated marketing, PR, and communications strategy for Maple from Canada in Australia. Our activity covers every touchpoint of the brand experience, including:
- Media relations across press, broadcast and digital
- Social media strategy
- Influencer marketing and partnerships
- Content production including photography, recipe development and video shoots
- Event management, activations and live experiences
- Podcast partnerships and digital campaigns
- Education by partnering with culinary schools
- Consumer food show activations
This holistic approach ensures consistent storytelling across channels while building brand authority in the Australian market.
Impact
Since launching in Australia, Maple from Canada has achieved strong momentum, with exports to Australia increasing by 32.1% and campaign activity reaching 341 million people in 2024. Brand awareness continues to grow, establishing Maple from Canada as a trusted, versatile ingredient in kitchens across the country.
A Taste of Canada
For the official launch of Maple from Canada in Australia, the team developed an integrated campaign including a media segment on 7NEWS Sunrise followed by two cooking events in Sydney, all coinciding with the national Canadian holiday – Canada Day.
Meditation with Maple
To inspire Australian audiences to embrace pure Canadian maple syrup, Liquid hosted Meditation with Maple, a mindful morning full of nourishment, education, flavour and inspiration.
Health is Wealth
The latest digital campaign, titled “Health is Wealth”, utilised a digital advertising strategy using Google Ads to promote the health benefits of maple and healthy maple recipes to new audiences and to expand its subscriber base.
Maple Makes it Merry
’Maple Makes it Merry’ comprised of maple pop-ups across four states at various Westfield shopping centers.
