Interac is spotlighting small businesses in a new campaign that encourages consumers to “Tap Canadian” when they shop.

Digital-video spots position Interac as the Canadian payment of choice, with a patriotic reimagining of its primary logo. The campaign, developed under the creative leadership of Lazer, highlights the call to action to “Tap Canadian.”

“We’re reminding Canadians that every time they tap with Interac Debit, they’re helping small businesses thrive,” says Matt Houghton, leader of digital and integrated marketing at Interac. “In today’s climate of trade tensions and economic uncertainty, our media strategy is focused on reinforcing the value of local support.”

Houghton tells strategy that “Tap Canadian” represents a strategic progression from Interac’s previous made-in-Canada initiative, which highlighted the payment processor’s Canadian heritage and dedication to supporting local communities.

“This campaign emphasizes how using Interac Debit can help small businesses save on transaction fees and keep their money within the local economy” he says.

The campaign is informed by a Canadian Federation of Independent Business survey, which showed that 66 cents of every dollar spent at local small businesses stays in the local economy.

It’s also buttressed by an Interac survey conducted earlier this year, which revealed growing sentiment among Canadians to shop local and keep their money in the country. Eight in 10 Canadians agreed that supporting local businesses feels more important in 2025 than it did last year, according to the survey.

More recent Interac numbers show that 78% of consumers have redirected at least one monthly purchase from a big-box or international retailer to a local Canadian business since U.S. President Donald Trump first announced tariffs on Canadian goods.

Houghton says it is now more important than ever that Interac supports small business and the national economy.

“Tap Canadian” includes digital video, a national OOH presence, social, display and SEM. The OOH will span highway billboards, posters, transit stations and shelters.

An OOH extension in Ottawa will run from Sept. 1 to Sept. 22 and include a mix of in-office and street placements.

“A national OOH media buy has targeted placements within communities that have a strong presence of independent small business,” Houghton says. “Our message is intended to intercept our audience in a moment of payment choice, which gives us the opportunity to educate them about what the implications are for the business they’re making a purchase from.”

Media Experts is the media buying partner, Group SJR is working on content and digital support, Burson is managing PR and Zulubot handled production.