How Maple Leaf Foods Is Redefining Meat Marketing

Legacy brands don’t always get credit for being bold, but Maple Leaf Foods is proving that even a household name can shake things up.

In a competitive food landscape where gimmicks, greenwashing, and ultra-processed protein trends are everywhere, Maple Leaf is cutting through the noise with a marketing playbook rooted in real ingredients, real insights, and real Canadian voices.

With two major campaigns hitting screens and store shelves this summer: #NotStuntProtein and Canada’s Next Top Dog, the brand is blending education and entertainment to connect with modern consumers in fresh, meaningful ways.

From Protein Gimmicks to Real Nutrition: The #NotStuntProtein Campaign

Launched in partnership with creative agency Sid Lee, the #NotStuntProtein campaign calls out a rising category in the grocery aisle: products that claim to be high-protein but are packed with artificial ingredients, sugar, sodium, and saturated fats.

The term “stunt protein” draws inspiration from “stunt food”, content-driven food creations made to perform on social media, not in your body. The campaign urges Canadians to think critically about where their protein comes from, and what’s hiding behind the health halos.

To help bring the message home, Maple Leaf teamed up with Seanna Thomas, a Canadian Food & Nutrition Consultant and mom of three active kids, to advocate for simpler, whole-food options.

“Protein isn’t just about staying full — it’s fuel for the body,” says Thomas.

“It supports muscle repair, immune health, and energy levels. A lot of so-called protein snacks are highly processed and loaded with sugar or sodium. I prefer real, convenient options like Maple Leaf’s shredded chicken or oven-roasted turkey. They help my family stay healthy and active without the hype.”

And the message is clearly resonating. On Threads, Erin Dawn Davis, a respected voice in food and sustainability, shared her take:

“Stunt Protein is SUCH a great phrase. Love this direction from Maple Leaf. As a Canadian brand, they have permission to keep it real—there’s power in speaking plainly and truthfully. (And yes, real protein wins.)”

At a time when nutrition marketing is increasingly under scrutiny, #NotStuntProtein shows how legacy brands can lead with clarity, credibility, and consumer-first values.

Hot Dogs Get a Makeover: Canada’s Next Top Dog

While #NotStuntProtein tackles nutrition, Maple Leaf’s second major campaign takes a lighter and more nostalgic approach.

To kick off summer grilling season, the brand launched Canada’s Next Top Dog, a national campaign celebrating regional tastes and culinary creativity. Developed by The Hatchery Marketing Group, the campaign turns the humble hot dog into a stage for cross-country flavour.

Backed by a national consumer survey conducted in May 2025, Maple Leaf transformed real responses into a series of hot dog recipes inspired by each province’s favourite ingredients. The result? A coast-to-coast culinary contest where Canadians can vote for their favourite regional creation and enter to win a $10,000 trip anywhere in Canada.

A Smarter Way to Tell Food Stories

While the tone of each campaign is distinct—one focused on health and truth-telling, the other on celebration and creativity, the through line is clear: consumer trust, transparency, and relevance.

Together, these campaigns offer a fresh blueprint for Canadian food marketing, showing that when legacy brands listen, evolve, and connect with culture, they can stay not just relevant, but resonant.