Four school age children sit in a kitchen filled with film lights and camera equipment

Maple Leaf Foods

EAT LIKE A KID

Video

Kids pick pieces of paper out of a jar, to read aloud in our new spot for Maple Leaf Foods

ISSUE

Food insecurity is often positioned as only existing in households that live below the poverty line. The scary truth is that it's more common than we realize. In fact, 1 in 4 kids in Canada are food insecure.

Four kids sit at the counter in a studio. Text above reads, "1 in 4 kids in Canada is food insecure. Let's build a future where every kid can eat like a kid."

A young boy looks surprised while reading parent comments about kids eating habits

Parent submission text: "My son will only eat dinosaur-shaped food."

SOLUTION

To raise awareness around the issue, we helped Maple Leaf recontextualize food insecurity in a way that all Canadian parents would understand. Kids create a lot of rules when it’s time to eat – they’re picky, they’re playful, and sometimes they’re even illogical. It’s part of what makes them kids.

But for so many parents, accommodating those rules isn’t on the table. To be food insecure often means denying your child the freedom to eat like a kid.

A young girl looks pensive. Above her, text reads, "My daughter asked for grapes instead of apples. How can i tell her that we can't afford them?"