Maple Leaf Foods

The Challenge

Too many families go without access to healthy, culturally relevant food. We worked with Maple Leaf Foods to bring attention and engagement to the issue of food insecurity – an issue that does not get a lot of attention – during a federal election.


The Approach

We reframed not caring about food insecurity as something that goes against Canadian values, i.e. equity, compassion and inclusion. Because to us, allowing our neighbours to go without access to healthy food is #UnCanadian.


The Impact

We built awareness, understanding and active engagement on the issue of food insecurity with 1.4 million vignette video views and over 65,000 Canadians engaging with our custom Instagram polls.
  • Strategy

    Platforms, Campaigns

  • Client

    Maple Leaf Foods