| Title | MORE THAN JUST SWEET |
| Brand | QUEBEC MAPLE SYRUP PRODUCERS (Q.M.S.P.) |
| Product / Service | MAPLE SYRUP |
| Category | A01. Consumer Goods |
| Entrant | RELATIV* Tokyo, JAPAN |
| Idea Creation | RELATIV* Tokyo, JAPAN |
| Media Placement | RELATIV* Tokyo, JAPAN |
| PR | RELATIV* Tokyo, JAPAN |
| Production | RELATIV* Tokyo, JAPAN |
| Post Production | RELATIV* Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Kazunori Shiina | relativ* | concept development, campaign, and creative leadership |
| Kisara Onuma | relativ* | ideation, art direction and design |
| Sayu Fujii | relativ* | ideation and design |
| Christina Adriani | relativ* | concept development and campaign oversight/direction |
| Jess Kuguio | relativ* | production and media coordination |
| Kristie Wong | relativ* | media strategy, campaign planning |
| Aaron Kane | relativ* | consumer insights and performance optimization |
| Mariya Sokolova | relativ* | planning, strategic direction, and review |
| Nikita Modekurti | relativ* | project lead, ideation, coordination |
| Max Samchuk | relativ* | business client lead / ideation / brand guidance |
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. Over the past several years, consumer perception and limited engagement had led to little market growth in Japan. QMSP wanted to refresh / reinvigorate the brand perception of authentic maple syrup. In 2021 They tasked us to explain why maple is special and they asked us to do that through a multi-channel campaign, that could be delivered EFFICIENTLY over 3 years with a limited budget.