Moosehead is taking a relaxed stand for Canada with a chair contest designed to capture the national moment.

The brewery’s “Elbows Up Armchair” is up for grabs in a giveaway for entrants who follow the brand on Instagram and tag a friend who has been working hard to support Canadian companies.

Toronto-based agency Conflict developed the concept, managed creative production and designed the “Elbows Up Armchair,” Craft handled PR for media relations and content-creator partnerships and Media Experts worked on the media-amplification strategy.

“Our goal is to celebrate the spirit of our country by joining important conversations,” says Elizabeth Harroun, senior marketing manager at Moosehead Breweries. “We’re proud of our reputation as the last major brewery in Canada still owned by Canadians, and want to continue to inspire our fans to support Canadian.”

Harroun tells strategy that Labour Day is the the perfect time to help Canadians to sit back and relax while still supporting the “Elbows Up” movement because its the lone holiday that truly focuses on giving people a break.

Branded merchandise connects with customers, Harroun says, and continues to grow in demand at Moosehead.

“We’ve also noticed that consumers are looking for more unique items that really align with shared brand and consumer values,” Harroun says. “We are always looking for ways to connect with our fans on a deeper more-ownable level.”

In March, the New Brunswick-based brewery unveiled its “Presidential Pack,” which included 1,461 cans of lager to match the number of days left in Donald Trump’s term as U.S. president.

The response to the initiative as overwhelming, Harroun says.

“‘The Presidential Pack’ captured international attention, selling out – at a retail price of $3,490 – in just days and attracting a waitlist of more than 450 names, more than 500 unique news stories globally and more than 150 million impressions.”