A Decade of Trust: Chronicling the Transformation of a Canadian Icon
We've had the privilege of building deep, long-term partnerships with some of Canada's most iconic companies. These case studies represent the depth of our strategic and creative capabilities.
Maple Leaf Foods, one of Canada's most significant food producers, embarked on a decade of transformation, profound in its reach and depth. They embraced massive operational shifts, a fundamental digital transformation, and the ambitious goal of becoming a global leader in both food safety and sustainability.
Their challenge was to communicate this complex, often sensitive and deeply human story with authenticity and clarity to a vast range of audiences across many forms and channels: from investors and employees, to partners and the Canadian public.
We've been entrusted with documenting and telling the stories of some of Maple Leaf's most critical moments for over 10 years, moving far beyond simple production to become a core part of their communications strategy. Our role as a high-trust partner has included:
We were there to capture it all. We filmed plant conversions for investor relations, documented the multi-year digital transformation process, and covered the commissioning of their state-of-the-art Heritage facility in Hamilton among many others.
Becoming the world's first major carbon-neutral food company is a cornerstone of Maple Leaf's modern identity. We had a seat in the boardrooms where strategy was born, and we built a vast portfolio of varied content—from animated explainer videos and brand assets to in-depth documentaries—that articulated their ambitious sustainability goals and achievements to both internal teams and the Canadian public.
In the wake of a national foodborne illness crisis, we were brought in to create a definitive statement on Maple Leaf's unwavering commitment to food safety. One element involved creating a comprehensive, 25-minute documentary on their modern food safety protocols and international partnerships; a piece that became a pillar of their public trust initiative.
We were trusted to handle stories with immense emotional weight, such as documenting the historic closing of the Schneider's plant, and individuals impacted by foodborne illness. We also conducted multiple interviews with CEO Michael McCain and produced hundreds of employee profiles that put a human face on their corporate culture, while helping them understand each other.
Being the chosen communications partner for a company like Maple Leaf Foods through a decade of intense change proves our unique ability to operate at the highest levels of strategy and trust.
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