Maple Leaf Foods
Company Info
The Work
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
Chef Molly Baz makes the case for tempeh
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
