In an uncertain economic climate, several Canadian brands have come together to send a strong message of solidarity. This movement, initiated by the communication agency PIGEON, is called “The Big Collective Boost” and brings together nearly fifty brands with a common goal: encouraging Canadians to support the local economy by buying Canadian-made products.
The initiative kicked off on April 2, a symbolic date marked by the implementation of new tariffs on imported goods, increasing by at least 10%. To mark the occasion, PIGEON created a simple yet impactful visual: a maple leaf, the symbol of Canada, personalized for each participating brand. Each company shared its unique visual simultaneously on social media and in local media, creating a nationwide visual unity.
Artificial intelligence for unification
One of the innovative aspects of this campaign is the use of artificial intelligence to generate hundreds of unique variations of the maple leaf, maximizing the visual impact. These creations are not only varied but also inclusive, celebrating companies that contribute to the Canadian economy through job and wealth creation. Among the participating brands are retail giants like Metro, which created a maple leaf made of strawberries, and Babybel, which designed a red plastic leaf, reflecting the packaging of its product. La Vache qui rit, meanwhile, crafted a leaf out of cheese bricks.
An initiative accessible to all companies
This campaign is not reserved for large companies. The creative directors of PIGEON, Patrice Boudreault and Jean-François Béliveau, explain that the goal was to make this initiative accessible to all organizations, whether small or large. “We wanted to do our part and inspire consumers to act, and most importantly show that any business can recreate this idea with their products,” they say. This message of solidarity and local engagement has resonated particularly in a time when local consumption is gaining more importance.
A unifying and engaged message
The impact of the initiative is reinforced by revealing data. A survey shows that 73% of Canadians say they buy more locally-made products in response to the current economic challenges. Another study by the Business Development Bank of Canada (BDC) confirms that more than half of consumers now consider local purchasing a key factor. In this context, “The Big Collective Boost” offers a collective response, surpassing competitive logic to speak with one voice.
Elyse Boulet, CEO of PIGEON, emphasizes: “Many brands already have individual actions to promote local purchasing, and that’s great. But we wanted to go further, with a collective campaign that surpasses competitive logic to speak with one voice.” This collective approach underscores the importance of businesses' commitment to local values and solidarity during uncertain economic times.
In summary, “The Big Collective Boost” is not just a symbolic gesture but a genuine invitation to support the local economy through brands that continue to contribute to Canada’s growth, both economically and socially.
The campaign stands out for its ability to bring together a wide range of Canadian brands, from large retailers like Metro and Super C to food and consumer goods companies like La Vache qui rit and Babybel. This act of solidarity exemplifies a united Canada, working together to face economic challenges while celebrating the strength of its entrepreneurial fabric.
