CLIENT
Maple Lodge Farms
Sarah Khetty, Director of Marketing
Duaa Qadri, Associate Brand Manager
Lucas Metz, Marketing Manager
AGENCY
Grant Cleland, Executive Creative Director
Kevin Hoessler, Associate Creative Director
Steven Tiao, Associate Creative Director
Cheryl Gosling, President
Kristin Stefanyk, Group Business Director
Claire Mills, Copywriter
Nagmeh Phelan, Senior Strategist
Tara O'Brien, Account Supervisor
Kruthika Jayakumar, Account Executive
Fauzan Siddiqui, Senior Project Manager
Sama Karam, Project Coordinator
Saskia Rahim, Community Manager
Zain Zaidi, Director of Media Strategy
Ray Kwong, Director of Analytics
Anna Popovych, Data Analyst
Adeel Shamsi, Director
Jake Killhorn, Photographer
Noah Lalonde, Editor
Allen Liu, Director of Photography
Natalie Winardi, Producer
Vlad Motorykin, Production Manager
Brad Riddoch, President
Sandra Querin, Group Account Director
Laura Haggland, Copywriter
Eddie Mortson, Art Director
Bill Wodhams, Copywriter
Heidi Ackerman, Account Supervisor
Allana Lytle, Producer
SUMMARY
We turned Canada’s #1 halal food brand into the Muslim community’s #1 advocate. ‘Dear Canada’ was an open letter that created a national platform against Islamophobia. We amplified Muslim voices by transforming our messaging from food-centric content to cultural conversation. Our campaign amassed 142M impressions and 7.9M video views, and was featured in national news publications. Our voices became so loud, we garnered an invitation from the Canadian Senate—one of the nation’s most powerful institutions to affect change—to address the Committee on Human Rights to help solve this issue.
