Petro-Canada has launched a new campaign designed to support the country’s Olympic team ahead of the upcoming Summer Games in Paris.

The “Let’s Go!” campaign highlights the power that fans’ cheers have on Team Canada athletes as they compete on the world stage. The words “Let’s Go” are embedded throughout the creative as a demonstration of Canadian fandom.

Dave Fath, general manager of brand marketing at Suncor, tells strategy that after years of pandemic-focused advertising, Petro-Canada decided to take a fun and unexpected approach to its Olympic and Paralympic campaign.

“We really put the focus on the athletes and their fans, and hope to get as many Canadians as possible engaged,” Fath says.

The campaign includes a 60-second social media spot and the Lets Go With Petro contest, which encourages Canadians to cheer on Team Canada via Instagram or TikTok for a chance to win daily prizes or a trip to Italy to support the team at the 2026 Winter Olympics. The content will be featured in a seven-foot-tall maple leaf that the brand is setting up in Paris at Canada’s Olympic House.

Petro-Canada is planning to have a booth at the Canadian Olympic Committee’s three FanFest parties in Calgary, Toronto and Montreal, to record fan’s cheers for the team. The brand will also hand out prizes there, and will select cheers to show on TV through its media sponsorship with the CBC.

Fath says the media plan was designed to support its goals of showcasing the company’s commitment to the games.

“Part of the plan is focused on helping raise awareness of our support for Team Canada, while the engagement piece aims to get Canadians to participate in our contest and create user generated content in support of Team Canada.”

The company is looking to reach Canadian drivers and sports enthusiasts, as well as younger consumers through the inclusion of TikTok in the media plan.

The campaign, Fath says, is aligned with the brand’s current positioning and tagline, “Live By The Leaf,” which focuses on celebrating Canadian values that unite people.

The initiative builds on Petro-Canada’s long-standing relationship with Team Canada, which it has supported through grant programs such as Fuelling Athlete and Coaching Excellence. The brand also extended its partnership with the Canadian Olympic Committee and the Paralympic Committee this month to continue to support Canadian athletes, coaches and families with their programs for the next eight years.

McCann Canada handles the creative and media buying. Initiative also manages media buying.