The Great Indoors
Maple Leaf Foods, an iconic Canadian packaged meats company, was facing a historically sales sluggish Q1 with MLF’s product offering more intuitively aligned – culturally and product – with the summer months. Consumers health trends were most definitely not supporting increased processed meat consumption. There was a critical expectation from MLF’s key retail partners (the grocery banners) for a strong sales start to the year and, with whom compromised performance in Q1 could impact planogram opportunities for the rest of the year.
We had to convince Canadians that it can indeed be fun and sunny inside and bring the emotion, the aspiration and sentiment of being outside, inside. We leveraged a commonly referred to sentiment about being outside – the Great Outdoors – and used it to encourage Canadians to make the most of the warmth inside by enjoying the Great Indoors. And so, we brought the emotion, the aspiration and sentiment of the great outdoors, indoors and developed a compelling Great Indoors lifestyle and product proposition for consumers. We surrounded consumers with a multi-channel campaign, leading with TV and online videos that captured surprise and delight moments when something that typically happens outdoors plays out, well, indoors.