Setup

For decades, Maple Leaf Foods has been recognized as the country’s largest cold cuts manufacturer. Yet, as society’s understanding of health and nutrition shifts beyond these traditional product lines, the brand is adapting to remain relevant, transforming its image into an innovative producer of natural and sustainable protein.

Now, the challenge is to shift how people perceive the evolving brand—not only through its products, but also through its broader corporate culture.
Strategy

It’s no surprise that a positive, healthy corporate culture leads to naturally better food. The nuances of this culture emerge through unscripted interviews with company employees, touching on topics from food safety and innovation to animal welfare.
Culture Social Spot

Soundbites from executives were paired with lively animated typography, illustrating Maple Leaf Foods’ bold and progressive corporate culture. The flagship spot was released across the brand’s social media channels and used to introduce CEO Michael McCain at the Canada’s Most Admired Corporate Cultures awards.

Employee Testimonials
As a recruitment tool for prospective talent, prominent team members share candid insights into their experiences with the company’s culture and values.
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