Maple from Canada, a brand of the Québec Maple Syrup Producers (QMSP), is launching a “Bill the Maple” campaign to compel Americans to choose pure maple syrup over the table syrup that is typically offered at restaurants that serve breakfast and brunch.

The campaign, by Rethink, was developed after discovering that Americans often have to pay more for pure maple syrup when eating out. Maple from Canada is offering to reimburse the extra amount for those who ask for pure maple syrup instead of using the default, high-fructose imitation syrup.

SMS Research Advisors for Maple from Canada found in a 2022 study that more than half of American respondents misidentified table syrup as maple syrup, which means many Americans may not know the taste difference between pure and imitation syrup.

“In Canada, pure maple syrup is everywhere and truly is one of our national treasures,” says David Marino, promotion and market development director at Maple from Canada. “After discovering that most restaurants in the U.S. charge a considerable extra fee for pure maple syrup, we decided to make sure that no one misses out on the best item on the menu.”

Xavier Blais, partner and ECD at Rethink, adds: “It became obvious that those fees were just another added barrier for Americans to taste and enjoy the flavours of pure maple syrup. We wanted to offer this maple syrup promotion to Americans because once you’ve discovered its distinctive taste, you can’t do without it.”

Americans can submit their receipt via the “Bill the Maple” microsite to get their refund.

The campaign includes billboards, a full-page ad in the New York Times, a video campaign and social content. It ends on Dec. 29.

The campaign comes just after the launch of Maple from Canada’s “It’s Not Just for Breakfast” campaign, touting the syrup’s versatility across all meals.

Rethink is also handling PR, while XMedia looks after media.