The tariff issues between Canada and the U.S. are getting heated — again.

President Trump cancelled trade talks last Friday, once Canada announced implementation of a digital services tax applied to any U.S. tech company making more than $15 million from Canadian internet users. (Conversely, Canada, the U.S.' second-largest trading partner, is greatly impacted by Trump's 50% tax on steel and aluminum imports and 25% tariffs on autos. Canada is the largest foreign supplier of such materials to the U.S.)

This morning, the Canadian government announced "in anticipation" of a trade deal, "Canada would rescind" the digital tax, set to take effect today. It would have hit Amazon, Google, Meta, Uber and Airbnb with a 3% levy on revenue from Canadian users.

But as world leaders negotiate, Maple Leaf Foods is kicking up national pride.

The company wants Canadians to buy local — with a twist. Many "Buy Canadian" campaigns take an us vs. them approach. Maple Leaf's campaign is more inclusive.

With creative by No Fixed Address and media planning and buying by Fuse Create, the client's pitch is singular: "Look for the Leaf — Even if it isn't ours."  The campaign runs until late July.

The recent two-day OOH phase one of "Look for the Leaf," with 31.9 million impressions delivered, was an opening shot. In the current phase two, the brand is taking the message to the streets. Beginning July 1, Canada Day, the agency is activating multiple street-level OOH formats in major markets: Toronto, Montreal, Calgary, Edmonton and Vancouver. Digital and social spots are also national. 

In addition, Maple Leaf Foods partnered with Skip The Dishes, an online food delivery service in Canada.

“We are in a unique point of time in Canadian history. The evolution of the campaign makes it easier for consumers to shop Canadian, and celebrates Canadian brands as a whole,” Luke Moore, vice president-managing director media at Fuse Create, told Agency Daily.