The Quebec Maple Syrup Producers’ (QMSP) second year of the “It’s Not Just for Breakfast” campaign in Ontario works to focus on the wide range of dishes that syrup can be used for, beyond standard dishes like pancakes, waffles and French toast.

The campaign, by Rethink, is part of the organization’s Maple from Canada brand, launched in 2017.

“Maple holds a special place in the hearts of Canadians,” says David Marino, director of promotions and market development at QMSP. “However, our research has shown that people living outside of Quebec are less likely to use maple syrup for anything other than breakfast. The ‘It’s Not Just for Breakfast’ initiative aims to showcase the versatility of maple products by highlighting other great ways to enjoy them.”

A survey from Maple from Canada showed only 40% of Ontarians say they use maple syrup for lunch or dinner, compared to 90% who use it for breakfast.

“It was surprising to see that the rest of Canada doesn’t really cook that much with maple, which is why we felt so compelled to act on that in a simple and playful way,” says Xavier Blais, partner and executive creative director at Rethink.

The goal, according to Victor Brunton, account director at the agency, was to further develop the message from last year, with the aim of presenting at least three dishes per execution, to reflect maple syrup’s versatility across all three meals. The campaign also resurrects last year’s 15-second and 30-second spots that depict the confusion among family and friends when maple syrup is used for meals outside of breakfast time.

The campaign is focused on Ontario, and has rolled out across digital, content marketing and OOH platforms in the Greater Toronto Area until December 24.

Rethink is also handling PR, while Espace M is handling media.