The second phase of Maple Leaf Food’s “Look for the Leaf” campaign aims to lead consumers beyond awareness of Canadian-owned brands and toward the point of sale.

“Shop the Leaf,” developed with creative agency No Fixed Address, expands on Maple Leafs’ creative from March that highlighted more than 15 brands as “Buy Canadian” consumer sentiment surged at the outset of U.S. President Donald Trump’s tariff-policy push.

The latest iteration of social, digital and street-level OOH ads will be placed in and around point of purchases and act as what Maple Leaf calls “shopper wayfinders” to lead consumers toward Canadian products.

“One of the key decisions in phase two was to make it easier for Canadians to follow through. Not just telling them to choose the great Canadian brands in our coalition, but giving them straightforward ways to do it,” D’Arcy Finley, Maple Leaf Foods VP of brands, tells strategy. “This phase is about follow through.”

Food-delivery service Skip and coupon and flyer app Flipp have joined as partners to aid in the discovery of local products as “Look for the Leaf” expands its focus to the digital-shopping experience. Skip is a Canadian founded and operated company now owned by Dutch company Just Eat and Flipp is Canadian owned an headquartered in Toronto.

The Skip activation, which will be active as of June 30 to lead in to Canada Day, includes a top tile on the app’s landing page and customized banners to showcase Canadian brands. A Maple Leaf paid-partnership Skip post has also been planned to lead consumers to the experience.

“We realized awareness can only take this so far,” Finley says. “Which is why we worked hard to create partnerships with Flipp to offer deals on Canadian products and Skip to make it easier for Canadians to put local products in their basket. We wanted to push things from awareness to action.”

Legacy CPGs such as McCain and SpongeTowels and to grassroots operations like Three Farmers Foods and Brüst have joined the likes of Kawartha Dairy, Neal Brothers and High Liner Foods as “Look for the Leaf” grows to include more than 35 brand names.

Fuse Create worked on media and The Hatchery Marketing Group was enlisted for the shopper-marketing portion on the campaign.