Maple Leaf Foods
Company Info
The Work
How far is too far when marketing the Maple Leaf?
Maple Leaf Foods contest celebrates the hot-dog days of summer
Maple Leaf Foods expands ‘Look for the Leaf’ with Skip, Flipp
Greenfield jumps on TikTok trend to make bacon rain
In the News
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Maple Leaf promotes Canadian unity by advertising others
With a hunger for homegrown products in the air, Maple Leaf Foods is expanding the scope of its marketing might ...
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Beyond the Code, part 5: Three Canadian CMOs talk AI challenges
By Alex Panousis In the fifth installment of a six-part series, Thinkingbox’s chief growth officer Alex Panousis explores what CMOs need ...
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Greenfield appeals to internet’s finest in egg-heist mystery
Earlier this month, Pennsylvania police announced the theft of 100,000 eggs in Antrim Township. Now, Greenfield Natural Meats is launching ...
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MOY 2025: D’Arcy Finley connects the dots at Maple Leaf
Strategy has revealed the 2025 Marketers of the Year. You can check here to see our list of profiles on ...
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Earnings round-up: Tim Hortons, Maple Leaf Foods and CTC
How some of the country's largest retail and CPG brands fared in Q2.
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Maple Leaf Foods continues to tackle climate change
The strategy of encouraging consumers to make "little changes" to their daily energy intake is admirable. But does it work?
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2023 Design AOY Silver: Sid Lee’s synergy strategy
When it comes to the creative work that agency goes after, it very much keeps its people in mind, pitching for work that they’re excited about.
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Maple Leaf Foods’ little and big changes for sustainability
The brand urges consumers to do their part, but it has also taken matters into its own hands.
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Maple Leaf Foods shakes up its senior leadership
SVP of marketing Casey Richards is assuming a role that includes oversight of a team using brand and data capabilities to pursue growth.
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Maple Leaf is scaling back its plant-based investment
With the portfolio heading in the opposite direction of its meat products, the company is cutting spending to right-size the business.
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How brands can avoid the greenwashing trap
Some companies are showing a genuine desire to make an impact, even if it means being painfully honest about the hurdles.
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Maple Leaf Foods proves that purpose meets profit
From the C-Suite newsletter: Commitment to ESG has elevated the CPG's perceived value, enabling it to charge a premium.
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Sales jump but profits slump at Maple Leaf Foods in Q1
Pandemic absenteeism, weather, new facilities and acute inflation were cited as challenges that offset promising performance.
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CPG brands on hiring and promotion spree
Maple Leaf Foods, Kraft Heinz and ConAgra up their leadership ranks with new presidents, strategy and marketing officers.
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Q2 numbers reveal Maple Leaf is strong in meat, weak in plant
The food company sees profits slide, despite revenue growth, as it completes renovation work on its two key plant-based brands.
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Brands ramp up efforts for Earth Day
How P&G, Maple Leaf Foods, Bimbo, Harvey's and more are lessening their environmental impact.
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Meat and plant-based sales are both strong at Maple Leaf
Both priority areas performed well in the company's full-year results, helped by a boost in marketing for new products.
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Canadian brands unite to move the needle on sustainability
A pledge to fight climate change and a coalition to reduce plastic waste are among new initiatives being led by major CPGs and retailers.
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2020 Brand of the Year: The making of Maple Leaf 2.0
How and why the company adopted CSV, instead of CSR, as part of its sustainability mission.
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View from the C-Suite: Maple Leaf’s $3 billion opportunity
Last year, the meat company saw 30% growth in plant proteins. Greenleaf president Dan Curtin explains what's next.
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Maple Leaf Foods CEO ‘livid’ after Iran plane crash
Michael McCain used the brand's Twitter account to express candid feelings about what led to the tragedy.
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KFC is testing plant-based chicken in Canada
A one-day trial in Mississauga will help determine if the QSR will launch the products nationally.
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Maple Leaf names new lead marketer
Casey Richards takes over from Adam Grogan, who has moved into a new role in the company's plant-based division.
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Harvey’s adds plant-based Lightlife burger to the menu
The QSR gives customers a second vegan-friendly option by partnering with a brand that has a Canadian connection.
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Walmart Canada launches environmental initiative
The retailer enlists suppliers like Maple Leaf, Unilever and Agropur to remove emissions from the supply chain for Project Gigaton.
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Lightlife launches a new plant-based burger
The Maple Leaf-owned brand is looking to serve existing demand and bring meat alternatives to a wider audience.
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Inside Maple Leaf’s new ‘real food’ manifesto
Marketers from the brand discuss insights that led to a reformulation of its products to be free of artificial ingredients.
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Schneiders stays true to tradition
The meat-packing business J.M. Schneider opened in his Ontario home 125 years ago is still thriving today.
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Schneiders’ traditional refresh
The 125-year-old brand revamps its look while paying homage to its heritage.
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Maple Leaf builds up protein
The CPG co takes on perceptions about processed meat with a new online video series.
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CASSIES Silver: Maple Leaf changes lives with bacon
Eschewing the typical male target, the brand showed mom how bacon can make her days easier.
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Connie Morrison breaks bread with skeptics
We're rolling out our Marketers of the Year this week. Check out how the Canada Bread SVP marketing and innovation turned around a category in decline.
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Just cause: the power and need of shared value
HSF's Geoff Craig says now is the time to build partnerships with charities that have a genuine influence.
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Think like a retailer
Maple Leaf Foods' Nola Martin gives advice on how to get a store on board with your shopper marketing program.
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Maple Leaf changes lives with bacon
The food brand has launched the "Change your life with bacon" campaign, a digital and social initiative targeted specifically at moms.
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CASSIES Silver: Larsen relaunches a local favourite
Atlantic Canada welcomes home a prodigal wiener.
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CASSIES Silver: Maple Leaf quells sliced meat concerns
Making heroes out of butchers helps the brand’s additive-free line win over moms.
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Brand cupid
From diamonds and wine to bacon bouquets, Strategy plays brand matchmaker ahead of Valentine's Day.
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Digital agency 58Ninety acquires Due North
The pair will become One., a new integrated agency, as former Due North CEO steps down for retirement.
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Bacon’s the way to a man’s heart
John St. - The Proposal
