How a Time-Boxed Media Blitz Made Maple Leaf Foods Unmissable

When Maple Leaf Foods came to us with a challenge to build a big, buzzworthy, national campaign that elevated the “Made in Canada” message, we knew this wasn’t going to be about business as usual. It had to be bold. It had to be loud. And it had to be unmissable.

Our approach? A high-frequency, high-impact 48-hour media blitz that defied traditional timelines, dominated attention, and made Canadian pride the hero of the narrative.

No Time to Wait

In today’s fragmented media landscape, you don’t get attention by asking for it, you take it. That meant leaning into 100% share-of-voice tactics, selecting placements that allowed us to own the conversation, and ensuring that every impression pulled its weight. That also meant meeting the moment and taking over news sites to meet people as they followed the news cycle.

We had two goals: 1. Be impossible to miss, and 2. Tell a fresh, inclusive story about Canadian pride.

Our media strategy was built on time-boxed intensity. A flood-the-zone mentality that created urgency, allowed for precise planning, and opened the door to cultural relevance.

In a time when brands are rethinking the efficiency of “always-on” campaigns, this approach proved that moment-based media, executed with intention and focus, can deliver unmatched impact, urgency, and cultural resonance.

Media That Moves: DOOH + Digital in Perfect Sync

Out-of-home played a key role. We secured placements in high-dwell, high-visibility environments including transit hubs, major intersections, and even Parliament Hill in Ottawa, targeting politicians as they returned to session. These weren’t just attention drivers, they were conversation starters.

Digitally, where we couldn’t formally “take over,” we flooded platforms with concentrated spend. Reddit category takeovers, mobile-first formats, and contextual digital buys helped us drive over 26.3 million digital impressions. Most importantly, we had creative flexibility built in from the start thanks to the seamless alignment with our partners at NFA.

This campaign showed what happens when media and creative aren’t developed in silos but in lockstep. From day one, strategy, placement, and message were treated as one integrated system. It’s the kind of media-creative collaboration the industry has talked about for years and we’re proud to be putting it into practice.

Beyond Reach: Creating Click-Worthy Content

Clicks weren’t the goal, but they came anyway. On platforms like TikTok, we saw a 3.23% CTR, the highest across all channels. The creative invitation to “look for the leaf, not just ours” felt authentic, clever, and inclusive. The kind of messaging that thrives in participatory digital environments.

Our overall CTR of 0.51% beat benchmarks across the board, proving that big moments can still drive measurable action, especially when backed by unified targeting and a culturally resonant message.

The Power of Precision

The biggest challenge? Creating scale in a crowded landscape without overspending. The solution was precision: laser-focused placements, fast decisions, and true collaboration across teams.

Looking back, we learned a few key things:

– Intensity can outperform duration.

– Creative and media should be developed in parallel, not in silos.

– When your message is bigger than your brand, people lean in.

What’s Next?

If we could do it again, we’d build more infrastructure for brands to co-participate. The momentum was real and fast, and there’s room to scale it further.

This campaign reinforced what we’ve long believed: media habits have redefined omni-channel strategy. Traditional reach and frequency models don’t cut through the same way anymore. To truly make an impact, it starts with understanding your audience, sharpening the message, and aligning on desired outcomes.

In just 48 hours, Maple Leaf didn’t just run a campaign, they made a statement.