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

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 pro bono, 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

Participating Brands