Put Your Loonie Where Your Moose Is

Client: Moosehead

Amid a surge of flag-waving and widespread “maple washing,” Moosehead faced a paradox. Founded in 1867 and still 100% Canadian-owned, the brewery was losing ground as competitors claimed Canadian identity more loudly. Awareness had stagnated, and market share was flat. Saying we’re Canadian was no longer enough. To win back credibility and drive growth, Moosehead needed to prove it.

We launched Put Your Loonie Where Your Moose Is, transforming Moosehead from a brand that says it’s Canadian into one that champions Canadian media, sport, news, and communities. Rather than adding to the noise, we embedded Moosehead into moments where Canadians were most engaged with their country: partnering with TSN and Sportsnet to spotlight Canadian athletes, taking over CBC News and leading local publishers during peak national moments, activating high-impact community OOH, and igniting global earned media with The Presidential Pack stunt. The result: a 5% lift in brand awareness, a 17% increase in market share using only 13% of the largest competitor’s budget, and Moosehead rising to the #2 beer brand consumers most associate with Canada. Canadians didn’t just hear the message. They put their Loonie where their Moose is.