Who: Maple From Canada (the marketing arm of Quebec Maple Syrup Producers), with Rethink for strategy and creative; XMedia for media.
What: "Bill the Maple," a program reimbursing Americans who have to pay extra for pure maple syrup on their pancakes, waffles, etc.
When & Where: The promotion is running across the U.S. through Dec. 29, supported by billboard advertising, a full-page ad in
What: "Bill the Maple," a program reimbursing Americans who have to pay extra for pure maple syrup on their pancakes, waffles, etc.
When & Where: The promotion is running across the U.S. through Dec. 29, supported by billboard advertising, a full-page ad in
The New York Times, as well as video and social. Americans can claim their refund at BillTheMaple.com.
Why: While not all pure maple syrup comes from Canada, we are by far the world's largest producer— with Quebec's 33,000 producers alone accounting for 72% of the world's production in 2022.
But the good stuff is also more costly, with many U.S. restaurants charging a "considerable extra fee" for pure maple syrup, according to David Marino, Maple From Canada's promotion and market development director. "[W]e decided to make sure that no one misses out on the best item on the menu. This first extra fee round is on us," he said.
How: Somewhat appropriately for a campaign from Canada, it starts with an apology. "America, we're sorry," reads the full page ad in the Times, before going on to explain that Maple From Canada just discovered that Americans have to pay extra for pure maple syrup at restaurants, and wants to reimburse them. "So go ahead, ask for pure maple syrup," it continues. "Drown those eggs, sausages and waffles in golden goodness. We'll pick up the tab."
The billboards are appearing adjacent to diners and restaurants. They read "Ask for pure maple syrup. Canada will pay you back." All the billboards drive to BillTheMaple.com.
A video shows comments from people complaining about having to pay $2 and more for syrup. "Is this real life?" says one post. "$4 USD for real maple syrup! This can't be real life?" says another. "America, ask for real maple syrup," reads the closing super. "It's free now."
And we quote: "Maple from Canada entrusted us with the idea to transform all diners and breakfast joints into a free maple syrup-tasting event. We wanted to offer this maple syrup promotion to Americans because once you've discovered its distinctive taste, you can't do without it." — Xavier Blais, executive creative director, Rethink
Why: While not all pure maple syrup comes from Canada, we are by far the world's largest producer— with Quebec's 33,000 producers alone accounting for 72% of the world's production in 2022.
But the good stuff is also more costly, with many U.S. restaurants charging a "considerable extra fee" for pure maple syrup, according to David Marino, Maple From Canada's promotion and market development director. "[W]e decided to make sure that no one misses out on the best item on the menu. This first extra fee round is on us," he said.
How: Somewhat appropriately for a campaign from Canada, it starts with an apology. "America, we're sorry," reads the full page ad in the Times, before going on to explain that Maple From Canada just discovered that Americans have to pay extra for pure maple syrup at restaurants, and wants to reimburse them. "So go ahead, ask for pure maple syrup," it continues. "Drown those eggs, sausages and waffles in golden goodness. We'll pick up the tab."
The billboards are appearing adjacent to diners and restaurants. They read "Ask for pure maple syrup. Canada will pay you back." All the billboards drive to BillTheMaple.com.
A video shows comments from people complaining about having to pay $2 and more for syrup. "Is this real life?" says one post. "$4 USD for real maple syrup! This can't be real life?" says another. "America, ask for real maple syrup," reads the closing super. "It's free now."
And we quote: "Maple from Canada entrusted us with the idea to transform all diners and breakfast joints into a free maple syrup-tasting event. We wanted to offer this maple syrup promotion to Americans because once you've discovered its distinctive taste, you can't do without it." — Xavier Blais, executive creative director, Rethink
