Quebec Maple Syrup Producers (QMSP) is an association that represents the Canadian maple syrup industry. QMSP is responsible for ~70% of global maple exports, and also promotes and supports sales of maple products around the world, including Japan.
The Challenge
HIGH PRODUCT AWARENESS BUT LOW UNDERSTANDING & PREFERENCE
While most consumers in Japan had heard of maple syrup, they were unclear on its unique advantages compared to other sweeteners like honey and cake syrups.
When QMSP engaged relativ*, a key goal was to change consumers’ perceptions and increase demand and interest by making maple more relevant to Japanese consumers.
The Solution
CONNECT MAPLE’S UNIQUE STRENGTHS WITHIN A LOCAL CULINARY & CULTURAL CONTEXT
The usage of maple syrup is most associated with pancakes, which are commonly enjoyed as an international dessert in Japan. And while consuming pancakes, consumers may just as likely use another non-maple sweetener.
To change consumers’ understanding of maple, we wanted to connect maple syrup with local culinary values and showcase it in dishes where honey or other sweeteners could never be used.
INTRODUCING MAPLE MONKS…
Shojin Ryori is a traditional Japanese cuisine, historically prepared and enjoyed by Buddhist monks. It emphasizes the use of healthy, simple, and natural ingredients that are entirely free from animal products. Since maple syrup is all-natural and sourced directly from trees, it perfectly fits the principles of Shojin Ryori.
In contrast, honey is an animal byproduct, and most cake syrups rely on artificial additives, making maple syrup the only sweetener among its competition that meets the quality standards of Shojin Ryori.
To communicate maple’s unique quality, we collaborated with Buddhist monks to create a multi-touchpoint campaign called Maple Monks.
This campaign highlights the exceptional value of Canadian maple syrup while connecting it to the rich cultural heritage of Japan and the enduring tradition of Shojin Ryori—through stories, custom dishes/recipes, and event activations.
The Result
Through the Maple Monks campaign and other consumer education and engagement efforts, we have driven increased interest and engagement in maple syrup over the past three years.
Key resulting metrics include:
- 3x increase in CTR
- 5x increase in clicks and visits
- Increase in stated consideration and purchase
- Increase in maple imports to Japan
WHY IT WORKED: Relevancy propels a brand. When we focus on creating meaningful connections with audiences, it drives business forward.
