Maple from Canada Will Pay Americans Back to Add Maple Syrup to Breakfast Orders

Maple from Canada, a brand of the Québec Maple Syrup Producers who represents over 13,300 maple farmers, is partnering with Rethink to launch an initiative called Bill the Maple after discovering that Americans often have to pay extra to enjoy pure maple syrup at their favourite breakfast restaurants. The organisation is offering to reimburse the extra fee for those who ask for pure maple syrup instead of the default, high-fructose imitation (table syrup), thus transforming every breakfast joint across the US into sample counters. 

Misleading tags on bottles have caused many people to confuse pure maple syrup brands with table syrup brands, making them susceptible to not knowing the real taste of maple. According to research conducted by SMS Research Advisors for Maple from Canada (2022), over half of the American respondents misidentified table syrup as maple syrup. 

“In Canada, pure maple syrup is everywhere and truly is one of our national treasures,” shared David Marino, promotion and market development director at Maple from Canada. “After discovering that most restaurants in the US charge a considerable extra fee for pure maple syrup, we decided to make sure that no one misses out on the best item on the menu. This first extra fee round is on us.” 

“Most breakfast restaurants in the US charge extra for pure maple syrup and serve table syrup automatically. It became obvious that those fees were just another added barrier for Americans to taste and enjoy the flavours of pure maple syrup,” said Xavier Blais, Partner and ECD at Rethink. “Maple from Canada entrusted us with the idea to transform all diners and breakfast joints into a free maple syrup-tasting event. We wanted to offer this maple syrup promotion to Americans because once you've discovered its distinctive taste, you can't do without it.” 

The campaign ends on December 29th and includes billboards, a full-page ad in the New York Times, a video campaign, and social content. To get their maple syrup refund, people can submit their claim here.