“Step Up for Sustainability” with Maple Leaf Foods
Creative platform drives the importance of sustainability home.
Proudly Canadian, Maple Leaf Foods is the world’s first major carbon neutral food company. It uses its impressive platform to help Canadians better understand environmental issues, and turned to Strategic Objectives to help make sustainability more understandable for consumers. We created the “Step Up for Sustainability” campaign to explain why Canadians should care about carbon neutrality, and how you can make a positive difference with how you shop and cook.
The challenge
Living Beyond Earth Day
The solution
Prioritize Meaningful Action
“Step Up for Sustainability” used multi-level communications to educate Canadians on the importance of embracing sustainability, while highlighting Maple Leaf Foods as an environmental leader and partner in propelling change.
- We conducted a consumer survey to reveal Canadians’ knowledge of sustainability, and bring the issue to life. It also provided topics for ongoing media outreach.
- We created the “Disconnected Dinner Challenge” to mark the anniversary of Maple Leaf Foods earning carbon neutral status by sharing news of the environmental impact of one hour of TV-watching during dinner ¾ for instance, it would take planting trees across more than 50 hockey rinks to offset the amount of CO2 generated by just one hour of family TV-watching during dinner. We also gave tips on how to make mealtime more eco-friendly.
- We partnered with kids’ environmental organization, Earth Rangers, on a “All Taste, No Waste Challenge” to inspire Canada’s next generation of eco-champions to limit food waste.
- Built partnerships with Chatelaine Magazine and broadcast personality, Taylor Kaye, to share simple sustainability tips with Canadians.
- An internal corporate celebration recognized Maple Leaf Foods’ commitment to sustainability and engaged employees in making a difference.
“Step Up for Sustainability” showcased Maple Leaf Foods’ commitment to sustainability, along with the important role Canadians must play to protect our planet.
The results
Tackling Sustainability from All Sides
- IABC/Toronto OVATION Award Winner – Media Relations
- Garnered 55.5M+ earned media impressions – more than double our stretch goal
- Several media articles celebrated the sustainability work of Maple Leaf Foods
- Canadian kids logged 119,000 new sustainable food habits through the Earth Rangers “All Taste, No Waste Challenge”
- saved more than 19,000 plates of food from landfill
- created more than 14,000 new meals by “upcooking” leftovers
- Internal employee communications exceeded expectations
Results
Does your brand need help cutting through the clutter? Are you looking for fresh thinking and modern storytelling that gets results?
Please contact us to collaborate on award-winning campaigns. We can’t wait to get started!
