Moosehead is expanding on its patriotic approach with a new campaign that aims to put the brewer top of mind for Canada Day.
Developed by creative AOR Conflict, the new creative is designed to reinforce Moosehead’s position as the only major brewery in the country that’s still fully Canadian-owned – a core differentiator in a category now largely dominated by foreign interests.
“Pro-Canadian sentiment is stronger than ever, and consumers are increasingly seeking out companies that are truly Canadian-owned – not just those operating here,” Karen Grigg, director of marketing at Moosehead Breweries, tells strategy. “This moment presents a real opportunity for Canadian brands. Longtime brand loyalties are shifting, and consumers are open to making new, more informed choices. Within that landscape, Moosehead has a powerful and authentic story to tell.”
In one of the campaign’s two 15-second videos, a new spokesperson focuses in on the “eh” linking “Moose” and “head” to suggest that “Canadian” is the brand’s middle name. In the second spot, the presenter concludes that the product is 300% Canadian because it is 100% owned, packaged and brewed in Canada.
The campaign builds on the patriotic foundation laid by the “Presidential Pack,” a custom case of 1,461 cans of Moosehead (one for every day remaining of the current U.S. president’s four-year term) launched in March during an early inflection point of Canada-U.S. tariff tensions. The stunt drew significant attention with more than 500 unique news stories globally, more than 100 million impressions and a 400-order deep waitlist for a product retailing at $3,490 + HST.
Conflict also led creative development on the “Presidential Pack” activation, while Craft PR led public relations.
Grigg says Moosehead is confidently able to address the political moment where other brands may have stumbled because there “is no grey area” regarding the brand’s Canadian bona fides. Moosehead has been owned and produced in Canada since 1867, the year of Confederation.
“Right now, Canadians across the country are facing a challenge that’s stirring something real – a renewed sense of unity, pride and spirit. And that’s exactly what our brand has always stood for,” Grigg says. “We see this as a chance not just to reflect that spirit, but to help inspire it in a way that’s fun, lighthearted and unmistakably Canadian.”
The new campaign is managed by Media Experts, the brand’s media agency since 2017, and includes integration across connected TV, online video, out-of-home and digital/social. Additional sponsored integration features ran during Stanley Cup playoff coverage on TSN and Sportsnet.
Taylor Guthrie, group director of strategy at Media Experts, tells strategy that growing momentum behind the “Buy Canadian” movement presented “a clear opportunity for a bold media push leading into Canada Day.” He says the campaign represents the largest media spend for Moosehead in years.
“What sets this campaign apart is its focus on building meaningful partnerships with Canadian media,” Guthrie says. “We observed that consumer support for Canada is influencing their media consumption habits – and when aligned with Moosehead’s uniquely Canadian positioning, this created a natural and powerful evolution in our media strategy.”
– with files from Laurie Wilson
