How to market international brands to Canadians

Canada is a beautiful, vast, and distinct country with plentiful opportunities. No-one realizes this more than me, a relative newcomer who emigrated to Toronto from the UK three years ago. I am not the only one tapping into Canada’s potential; in 2023, the nation’s population increased by 1.3 million to approximately 40 million people, its fastest rate in 66 years. Big brands are rapidly expanding into the market, too. Shake Shack recently opened its first Canadian location, and clothing brands such as Fatface and Mango are making their mark. However, to be successful and stay the course, brands need to be strategic. Canada is not simply USA North. It is unique, from its people to its industries to its landscapes.

Is your brand considering entering Canada’s challenging and competitive marketplace? Here are Seven Tips to Tailor Your Marketing Plan for Canada’s Diversity:

1) Consider Canadian Values: While known for being friendly (and they are) Canadian consumers are not foolish. They are acutely aware of brands that embrace Canadian culture versus those looking to make a quick buck. While the global nature of social media means that some “cool” brands are welcomed with open arms, don’t assume this lovefest will continue if you don’t deliver what Canadians value: good customer service, high quality products, and belief in national principles. 

2) Embrace Multiculturalism: Canada’s diverse population has seen the nation compared to a “salad bowl” or “cultural mosaic,” as immigrants are not expected to give up their cultural heritage to belong. The result is a diverse and vibrant blend of cultures, especially in the larger urban centres. Strategic Objectives (SO) leans into Canada’s multicultural communities and embraces this reality with creative campaigns and the curation of diverse influencer casts for clients including Watier and Kia Canada. So should you.

3) Don’t Miss out on 24% of Sales: Every Canadian province is unique; but Québec presents an entirely different ballgame. Not only is French Québec’s official language, but its ideals are truly distinct from the rest of Canada. Did you know that your packaging must be bilingual, English and French, to market in Canada? In Québec, French signage must be more prominent than any other language. New laws also mandate that outreach emails to provincial residents must be in French, unless given permission to communicate in English. This consideration must be taken seriously, including in your social media strategy – will you need two accounts or dual language captions? Get ahead. Ignoring Québec means missing out on selling to 24% of the population.

SO’s work in Québec often goes far beyond translation to creating specific programs for Québec consumers. For example, when Watier Cosmetics wanted to rejuvenate its signature fragrance, Neiges Eau de Parfum, we developed one strategy for Québec and another for the rest of Canada. Results were outstanding, with Neiges sales jumping dramatically in Québec and experiencing a significant uptick in the rest of Canada.

4) Note that Canadians Care: Canadians want to support brands that share their values and are committed to social good. Leger research states that 83% of consumers believe brands should utilize sustainable practices. It was my privilege to partner with Maple Leaf Foods on our award-winning CSR program, “Little Changes, Big Impact”, highlighting Maple Leaf Foods’ commitment to environmental sustainability by providing actionable tips to protect the planet.

5) Communicate Coast-to-coast-to-coast: Canada is vast in terms of land mass but small with respect to its 40 million population. Ninety per cent of the population also lives within 150 miles of the US border. To put this in perspective, the United Kingdom is about 41 times smaller than Canada but is home to almost 30 million more people. Even compared to its neighbours to the south, Canada is slightly larger in size, but the USA has a population almost nine times greater. Are you prepared for the communications challenges this can create? For example:

• Canada has six separate times zones. “Breaking news” breaks for consumers at different intervals from coast-to-coast-to-coast.
• If you’re looking beyond urbanites in Canada, reaching your target audience can be tricky. At Strategic Objectives, we utilize a wide range of tactics to reach local communities. For example, we developed an audio news release to target rural audiences of smaller radio stations which helped the Canadian Centre to End Human Trafficking spread its important message. We also distribute ‘ready to publish’ articles for local editors for brands such as Benjamin Moore, to support their local paint retailers.

6) Talk About the Weather! No, Seriously: The longer you live in Canada, the more you understand and come to terms with the impact of weather, including snowstorms and wildfires, on consumer behaviour. Canada’s four distinct seasons drastically affect consumer culture. The regionality of the weather means sometimes you must target or adapt your pitches per province as it might well be a hot summer in Toronto but snowing in Calgary! This is the case for Thermacell Repellents, where we time campaigns to hit during peak mosquito season. If rainstorms or extreme weather impact Canadians’ time outdoors, we revise campaigns to encourage everyone to prepare for the sunnier, warmers days ahead.

7) Lean into Laughter: It should come as no surprise that Canadians, including comedians such as Jim Carrey, Mike Myers and Martin Short, appreciate a sense of humour. Campaigns that add a little levity can laugh all the way to the bank. We employed this sense of humour for a seemingly unfunny client, SENOKOT®, a natural laxative. The "Scoop on Poop" campaign we created not only captured the attention of both media and consumers, it helped break the poo taboo.

Ready to start strategizing?

Our SO Team features a kaleidoscope of backgrounds and experience which helps us to appreciate and assist international businesses looking to find their footing in Canada. We are experts at helping international brands conquer the Canadian context through strategy, innovation, and great storytelling.

Our recent successes include:

• raising awareness for Loacker, Italy’s best-selling wafer biscuits, by connecting with selfcare;
• introducing Australia’s STRONG Pilates by appealing to Canadians’ appreciation of innovation and healthy living; and
• brewing excitement for British brand Tetley’s Live Teas by encouraging Canadians to be mindful and present.

Are you looking to bring your brand to the Great White North? Please contact us to put your brand on the Canadian map.

Please contact us here to learn how Strategic Objectives can help you craft new product launches, and meaningful campaigns that amplify your brand message and boost consumer loyalty.