Pancake Day event

Showing the UK that maple syrup is flippin’ brilliant!

As part of our ongoing partnership with Québec Maple Syrup Producers, we ran a Pancake Day campaign to promote pure Canadian maple syrup as the must-have topping for the nation’s pancakes, while also highlighting that maple syrup has so much more to offer.

The brief

As part of our goals to raise the profile of maple syrup in the UK, we decided to leverage the connection between pancakes and maple syrup to highlight the versatility of the ingredient. While it's great on pancakes, maple syrup is so much more than a topping to be used once a year.

What we did

Liquid hosted a Pancake Day event for Maple from Canada at the High Commission of Canada in London. The event featured cooking demonstrations from chef ambassadors Manon Lagrève and Georgina Hayden, along with tasters of maple products, an interactive maple-taffy-making activity and a selection of specially created maple cocktails. Gift boxes were sent to key influencers, who were also invited to the event. Manon also appeared on a variety of TV and radio programmes including BBC Breakfast, sharing her recipe for perfect pancakes, with pure Canadian maple syrup, of course.

The result

Our Pancake Day activity achieved a reach of 144.8 million, with 51 pieces of coverage secured and more than 10,000 likes on social media. With the maple message reaching such a large audience, it’s hoped that more Brits will consider making maple a staple in their recipes all year round, not just on Shrove Tuesday.