Maple Leaf Foods

Corporate Communication

Setup

For decades, Canadians have known Maple Leaf Foods as the country’s largest cold cuts manufacturer, but as society’s understanding of health and nutrition steers away from these traditional product lines, the brand has determined to change with the times, transforming its image into an innovative producer of natural and sustainable protein.

Now, the challenge is to shift perception to what the evolving brand represents - not only with their products - but with their entire corporate culture as well.

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Strategy

It’s no surprise that a positive and healthy corporate culture results in natural and healthy food. The nuances of this culture are revealed through unscripted interviews with company employees on topics ranging from the importance of food safety to food innovation, to animal welfare practices.
ANIMATION
BRAINSTORM FACILITATION
BRANDING STRATEGY
COPYWRITING
DESIGN
MOTION GRAPHICS
SCRIPTWRITING
VIDEO PRODUCTION

We're For Real
CULTURE SOCIAL SPOT
Soundbites from executives were augmented with lively animated typography to illustrate the bold and progressive new direction of Maple Leaf Foods’ corporate culture. The flagship spot was dispatched across the brand’s social media channels and used to introduce CEO, Michael McCain at the Canada’s Most Admired™ Corporate Cultures awards.
Our Stories
Employee Testimonials
As a recruitment tool to connect with prospective talent (researching a career at Maple Leaf Foods), prominent team members offer a candid look at their own personal experiences with the company’s culture and its values.
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