Cultural / Context information for the jury

Our client QMSP, the Quebec Maple Syrup Producers – represents the entire Canadian maple syrup export industry – which equals nearly 80% of all maple syrup exported around the world. QMSP isn’t a product brand marketer - they are the champions of a key Canadian industry, representing multiple Canadian producers. We represent them in Japan. In Japan, maple syrup is perceived as expensive and other sweeteners, like artificial cake syrups, are seen more affordable and as equal or preferable alternatives to maple. Our mission is to reset that perception. And help consumers in Japan understand that maple syrup from Canada is "MORE than just sweet" or “甘いだけじゃない” in Japanese. It is natural, it has rich flavor, and unlike most sweeteners it contains nutrients and antioxidants. Maple syrup is typically associated with just pancakes in Japan - but there is a lot more value in the product than most realize.

Translation. Provide a full English translation of any text.

Main Copy: More than just sweet. Second copy: It's different because it is 100% maple from Canada, with nutrients and deliciousness from nature. Supporting copy: When choosing a maple syrup, make sure it's real. It’s simple. You just have to check if it’s made only with 'maple sap'. Only real maple syrup contains rich benefits/nutrients and is a food from nature without additives.