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What We Do Matters: Nearly 50 Brands Unite for a Unique Collective Stunt to Support the Local Economy.

CanadianSMEPublished April 2, 2025 · 3 min read

In response to today’s socio-economic challenges, PIGEON is spearheading a bold new initiative: a large-scale collective stunt bringing together nearly 50 brands that actively contribute to Canada’s economic vitality. This unprecedented movement aims to unite local businesses and send a powerful message on April 2: every action counts.

As trade tensions and economic concerns grow, consumers are seeking tangible ways to support the national economy. More than just a call to buy Canadian products, this initiative embraces an inclusive approach, recognizing all businesses that significantly contribute to wealth creation and community well-being in Canada—whether they are locally owned or generate jobs and production within the country.

A Movement of Economic Solidarity

The PIGEON team has designed a distinctive visual for each participating brand, inspired by the iconic Canadian maple leaf. Each company received a personalized version to share simultaneously across social media and local media outlets on April 2, 2025, a date marking the implementation of new trade tariffs. This coordinated action aims to maximize visual impact and engage Canadian consumers in the conversation.

Leveraging artificial intelligence, dozens of unique visuals were created to amplify the sense of collective momentum. The more brands that participate, the stronger and more visible the message will be.

“We wanted to do our part, inspire consumers to take action, and encourage businesses to create their own versions of maple leaves made from their products. It’s an idea that any Canadian company can easly adapt and share across their networks, helping spark the movement we aimed to ignite,” explain Patrice Boudreault, Associate Creative Director, and Jean-François Béliveau, 360 Creative Director at PIGEON, the originators of the idea.

A Unified Impact

This initiative was designed to be simple, accessible, and unifying. Each participating business has invested a minimal amount to boost the reach of its publication on social and local news platforms. Meanwhile, the PIGEON team helped amplify the initiative through local media via the M32 platform, leveraging Canada’s largest digital local news network to enhance the visibility of this collective action.

According to a Léger survey, 73% of Canadians have increased their purchases of Canadian-made products in response to economic uncertainty. Additionally, a BDC study conducted by Ipsos reveals that 55% of consumers consider shopping at local stores a key selection factor, demonstrating a growing awareness of the economic impact of their choices. While some recent surveys suggest a more nuanced picture, there remains a strong wave of solidarity.

A Collective Commitment, A Clear Message

“There are already many brand-specific initiatives to promote Canadian-made products, and that’s great. But we wanted to take it further by creating a collective movement where every brand, regardless of its structure or size, can showcase its economic commitment to Canada, without diminishing our other trade partners,” explains Elyse Boulet, CEO & Managing Partner at PIGEON.

This collective stunt offers a unique opportunity for local businesses to speak with one voice and rally consumers around a powerful message: Together, we are stronger.

Credits

Agency : PIGEON

Media : M32

PR: Franchir

Participating Brands

Adonis
Ancestral
Arctic Garden
Avec Plaisir
Babybel
Boursin
Brunet
Caron&Guay
Cattle Boyz
Château Thierry
Charcuterie Fortin
Chef Frankie
Cherry River
Cora
CTAQ
Dainty
Distillerie 3 Lacs
Fontaine Family
Ferme des Voltigeurs
Flourish
Food Basics
Fromagerie Perron
Inselberg
Jean-Coutu
Krispy Kernels
La Vache qui rit
Made Good
Maibec
Marché Richelieu
Metro
Moxx
Nutrinor
O Sole Mio
Oli
Planchers PG Flooring
ProFab
Rebon
Rona
Royale diapers
Sprague
St-Hubert
Still Good
Super C
Swiss Chalet
The Great Gentleman
Veg Pro

About PIGEON

PIGEON is a brand strategy and creative agency committed to developing innovative initiatives that strengthen brands’ impact in their markets. With a focus on collaboration and creativity, the agency—based in Montreal and Toronto—creates ideas that leave a lasting impression.

Source: Pigeon Brands

CanadianSME

With an aim to contribute to the development of Canada’s Small and Medium Enterprises (SME’s), Cmarketing Inc is a potential marketing agency and a boutique business management company progressing rapidly in its scope. By acknowledging a firm reliance of the Canadian economy over its SMEs, the agency has resolved to launch a magazine, the pure focus of which will be the furtherance of Canadian SMEs, and to assist their progress with the scheduled token of enlightenment via the magazine’s pertinent content.

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