Utilizing real content to provide a real solution to a real problem
With 55% of Canadians looking for ways to eat less meat, Maple Leaf wanted to create mass awareness around a new category called “fusion protein” and promote their Maple Leaf 50/50™ product line.
Hoping to inspire families who were consciously seeking new ways to eat less meat to try their new Maple Leaf 50/50™ product, Maple Leaf developed broadcast creative inspired by TikTok content. But what better place for this authentic and relatable content than TikTok itself?
Leveraging a creative execution that featured unique footage of real Canadian families, Maple Leaf Foods partnered with TikTok to run a premium TopView solution designed to capture users' attentions in a unique way, ultimately driving mass awareness of the Maple Leaf 50/50™ launch. Plus, the brand was able to repurpose existing content since it was inspired by the sort of relatable, fun content you find on TikTok.
The Maple Leaf 50/50™ campaign achieved its goal of driving significant awareness, with a 20.6% lift in ad recall and strong growth through a positive brand lift study.
With this campaign, Maple Leaf succeeded in not only creating mass awareness around their Maple Leaf 50/50 product line but inspiring Canadians who were seeking new ways to eat less meat to try something new and add a new ingredient to their weekly meal repertoire.