Maple Leaf Foods: Natural Selections

With consumption of processed sliced meats declining at 1% a year, market leader Maple Leaf Foods decided to address Canadian consumers' health worries about the category with the country's first 'all-natural' product.

Maple Leaf Foods: Natural Selections

john street

Section I — Basic information

Business Results Period (Consecutive Months): May 2010 - May 2012

Start of Advertising/Communication Effort: May 10, 2010

Base Period as a Benchmark: n/a - this is a product launch

Section II — Situation analysis

a) Overall Assessment

At the end of the first decade of the 2000s, the word "natural" was becoming more and more a shorthand for "healthy" in the food industry. Consumers scrutinized ingredient labels looking for assurances well beyond "low fat" or "low in sodium" claims and were becoming more interested in...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands