Maple Leaf Foods: “Little Changes, Big Impact”
Maple Leaf Foods is the world’s first major carbon neutral food company and is on a journey to become the most sustainable protein company on earth, yet many Canadians aren’t aware of its groundbreaking achievements.
To increase awareness of its environmental sustainability initiatives and engage consumers in protecting the planet, Maple Leaf Foods and Strategic Objectives developed a multi-year communications plan to educate Canadians on how they can be better environmental champions and make a difference in their every day actions. One of our highly successful initiatives is the “Little Changes, Big Impact” campaign.
The challenge
Protect Our Planet: Educate. Engage. Motivate.
The solution
With Knowledge, We Can Make a Difference
Key elements included:
Five Newsworthy Stories: Communicated through media and influencer relations, infographics, targeted media tours, social media posts, blogs, and audio news releases.
Green Glossary: An interactive online glossary that simplified complex environmental terms and offered family-friendly tips for going green.
Eco-Friendly Spring Cleaning and Barbecuing: Promoted reusing, recycling, and eco-friendly grilling practices with recipes from Maple Leaf Foods’ in-house chef.
Litterless Lunches: Provided waste-free lunch tips for back-to-school season.
Little Changes Day: A day of collective action, featuring the “Little Changes Home Challenge” with tips for every room, and celebrating Maple Leaf Foods’ sustainability achievements.
Earth Rangers Collaboration: Partnered on the “All Taste, No Waste” challenge and cookbook to inspire families to take action.
The results
Showcasing Sustainability: Walking the Walk
- Maple Leaf Foods’ “Little Changes, Big Impact” campaign won 2023 IABC/Toronto OVATION Awards in both Media Relations and Corporate Social Responsibility
- Earned Print and Broadcast Impressions included 70+ million impressions and 10+ TV appearances (almost 10 times industry standard of success)
- Nearly 10,000 children used our fun resources to learn about sustainability and log more than 119,000 new, sustainable food habits. This is equivalent to saving 19,192 plates of food from landfill — enough to provide lunch for one person for 53 years!
- Achieved 100% positive, branded coverage and CSR recognition in the media: “Maple Leaf Foods has clearly demonstrated that it is not only talking the talk but walking it too.” – Strategy Magazine
Results
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