With a hunger for homegrown products in the air, Maple Leaf Foods is expanding the scope of its marketing might to put brands that would normally be seen as competitors under its promotional umbrella.

The manufacturer’s “Look For The Leaf” campaign, created in conjunction with No Fixed Address (NFA), uses Maple Leaf’s own media to highlight dozens of outside brands in an effort to aid consumers looking to buy Canadian.

“Rather than a traditional brand-first approach, this campaign shifts the focus from self-promotion to collective action, reinforcing the idea that brands, like people, have more impact when they come together,” Jamie Marcovitch, executive creative director at NFA, tells strategy.

The list of companies, which includes names such as Kawartha Dairy, Neal Brothers and High Liner Foods, were chosen with strengthening the Canadian economy in mind, says NFA group account director Shawne Elnicki. Because it can be tricky to define what a Canadian product truly is, the campaign focuses on encouraging the purchase of Canadian-owned products.

“At the heart of this initiative is consumer clarity,” Elnicki tells strategy. “Shoppers shouldn’t have to dig through fine print to know where their dollars are going. ‘Look For The Leaf’ is designed to make it easier to choose products that are authentically Canadian.”

Several Canadian companies have reacted to the uncertainty brought on Donald Trump’s on-again, off-again tariff demands by positioning themselves as boldly patriotic alternatives to American products.

Moosehead Breweries rolled out the “Presidential Pack,” a massive beer-a-day bundle intended to tide customers over until the end of the U.S. president’s second term.

And Aylmer’s 60-second spot showing diners spitting up their soups upon hearing the news about 25% tariffs and an updated version of Molson’s “I Am Canadian” commercials of yesteryear also touched a defiantly Canadian nerve.

But while some have used an us-versus-them approach to “Buy Canadian” branding, Maple Leaf is moving in the direction of solidarity, Marcovitch says.

“This aligns with (Maple Leaf’s) ongoing positioning as a brand that champions Canadian values in words and actions,” Marcovitch says. “We’ve seen iterations of that in the past campaigns, but this moment called for something bigger than a single-brand message. ‘Look For The Leaf’ builds on that legacy by empowering all Canadian brands to rally together.”

Seema Varughese, senior brand manager at Gay Lea Foods, tells strategy that it was an easy decision to join the group of companies featured in the campaign because the concept “hits the right note and is very timely.”

“We are at a point in our history when Canadians are standing together to ensure the future prosperity of this country,” Varughese says. “We believe that by supporting each other, we can succeed together.”

And Covered Bridge marketing manager Megan Graham tells strategy that the Maple Leaf initiative lined up with the New Brunswick-based potato-chip company’s values, making the collaboration a “natural fit.”

“When Maple Leaf first approached us, we were excited by the idea of working together with other Canadian companies to make it easier for shoppers to identify and support homegrown products,” Graham says. “It’s great to see larger brands using their platform to uplift and promote Canadian businesses, and we were eager to be part of that movement.”

Maple Leaf says more than 15 brands are taking part in the campaign that launched on Wednesday. Fuse Media handled media, which includes digital-out-of-home, social-media, news-media and programmatic-display elements.