Maple Makes it Merry (AUS)

The brief

Drive interest and sales for pure Canadian maple syrup during the crucial Christmas retail period - a time when shoppers are actively seeking inspiration, new flavours and festive food ideas.

Our approach

We created Maple Makes it Merry as a multiformat retail experience that met shoppers where they already were: in Westfield centres across Australia.

From 9–21 December, maple popups activated in Perth, Adelaide, Melbourne and Brisbane, combining:

• Live tasting sessions (three bookable sessions daily plus all-day sampling).
• Family-friendly festive moments to attract foot traffic.
• Maple-inspired recipe booklets (1,000 per location) with QR codes linking to child-friendly recipes.
• Digital screens and animations in Westfield NSW centres to extend visibility beyond the stalls.

By merging in person sampling, take home inspiration and digital amplification, the activation created a cohesive Christmas experience that encouraged trial, discovery and purchase.

The impact

The campaign delivered strong engagement across physical and digital touchpoints, proving the value of combining formats to drive behaviour:

• 4,320 shoppers sampled maple in-centre.
• 581 social/digital competition entries.
• 107K+ social impressions.
• 567 new newsletter signups.

Maple Makes it Merry turned festive foot traffic into meaningful brand engagement and positioned maple syrup as a Christmas essential!