U.S. President Donald Trump is not through with his tariff threats against Canada (and Mexico and China). Now, Trump’s trade war has extended to Europe. Honestly, there has been so much threatening and pausing of tariffs coming from the White House, it’s really not worth reporting on here.
What’s worth reporting is that, U.S. threats be damned, Canadian brands are producing campaigns expressing shock, anger, humour, solidarity, patriotism – you name it.
This week’s newsmakers join a chorus of Canadian brands looking to make it easier for consumers to identify local products. The movement, which began after Trump’s initial tariff threats on Feb. 4 and has been building steam since, includes “Buy Canadian” packaging and notable campaigns from Canadian QSR Pizza Pizza and Cheestrings, to name a few.
As part of our new continuing “Maple Monitor” series, we take a look at some campaigns that seized the patriotic moment this week. Check back every Friday for more.
Aylmer Soup eaters find tariffs hard to stomach
U.S. President Donald Trump’s escalating trade war on Canada is not sitting well with soup eaters. Aylmer’s latest 45-second spot – which is called “The Canadian Soup” and bears the tagline “Some soups leave a tariff aftertaste” – depicts Canadian spitting out their soup as they hear the news of 25% tariff on Canadian goods.
Produced in partnership with Montreal-based agency Les Évadés, the campaign emphasizes the importance of supporting local products and encouraging consumers to take concrete action in backing the local economy.
Daniel Cousineau, president and CEO of Aylmer-owner BCI Foods Inc., tells strategy that Aylmer is being supported by in-store visuals, but that the Quebec-based brand “will also invest more in brand notoriety, with the objective to promote Canadian purchases.”
Cousineau adds that “the number-one focus” is to make top Canadian brands visible on store shelves. “Canadians are very receptive and sensitive at this moment and when the option exist, they will likely prioritize Canadian brands,” he says.
Trio of cheese brands tout ‘made in Canada’ messaging
In a week when Trump threatened Canadian dairy farmers with yet another tariff, cheese brands Babybel, La Vache qui rit and Boursin launched a campaign to remind Canadians that they are made here.
The campaign was informed by recent research showing that 88% of grocery shoppers would choose a product promoted as “made in Canada,” according to Field Agent.
“Babybel, La Vache qui rit and Boursin are brands deeply rooted in Canada,” Marie-Eve Robert, VP of marketing and sustainability at Bel Group Canada, said in a release. “This campaign comes at a time when consumers are rethinking their purchasing habits, and we believe it is important to remind them that our products are made right here, in Canada.”
The national campaign, developed by Providence Canada (part of Havas Creative Canada) in collaboration with Spark Foundry, will be showcased through OOH, ecommerce, digital and social.
Loblaw to label items sourced from U.S. with ‘T’ symbols
Loblaw will be adding ‘T’ symbols to items sourced from the U.S. to indicate tariff-related price increases at its stores in the weeks ahead.
Per Bank, the CEO and president of Loblaw Companies Ltd., said in a LinkedIn post on Monday that a white “T” in a black triangle will be added to signage across the company’s network locations to help customers identify products sourced directly from the U.S.
Bank said the logo will appear once Loblaw sells off a backlog of inventory that was purchased from the U.S. before tariffs were implemented. The company is also marking items made in Canada with a distinctive Maple Leaf emblem.
“Canadians should be prepared to pay more for goods originating from the U.S. in the weeks ahead,” Bank said. “However, there are non-U.S. options not affected by tariffs for many products and we are working hard every day to expand those options further.”
BeaverTails calls for unity through trade turbulence
BeaverTails, that quintessentially Canadian confection, jumped into the tariff conversation on Tuesday as it called for united front between businesses and consumers amid impending economic uncertainty.
“While we generally avoid politics, we feel that this is a time for Canadians to stand together,” BeaverTails CEO Pino Di Ioia (pictured) said in a new release on Tuesday. “Today, we urge all Canadians to think about their purchasing decisions. We also invite other Canadian businesses to join this conversation. Standing together – united by common purpose – is what Canadians do best.”
The pastry company was founded in small-town Killaloe, Ont., in 1978 and later opened stores at the Byward Market and Rideau Canal in Ottawa. BeaverTails has expanded into a nationwide phenomenon in the decades since and with 50 tourist and resort destinations and more than 150 express and mobile locations open across Canada.
Cross-border travel decreases in February: StatCan
Travel to the U.S. by Canadian residents steeply declined last month as the prospect of tariffs loomed between the neighbouring countries.
Statistics Canada reported on Monday that Canadian-resident automobile return trips to the U.S. in February fell to 1.2 million, representing a 23% decrease from the same month in 2024. The falling travel rate marked the second straight month of year-over-year decline. Canadian air travel to the U.S. also dipped in February with 1.8 million return trips leading to a 2.9% drop compared with 2024.
The StatCan numbers also show a downward trend in northward travel with U.S.-resident trips by automobile to Canada falling 7.9% year over year and air travel dropping 1.3% from the same month in 2024.
-with files from Laurie Wilson
