As Canada’s men’s national soccer team continues its historic run into the Round of 16, Maple Leaf Foods has stepped up to the grill to back Canada’s favourite underdogs. As a real-time tribute to Canada’s explosive underdog pride, the company partnered with Sid Lee to temporarily rename its iconic 16-pack of Top Dogs to Maple Leaf Under Dogs, a nod to Canada’s first-ever Round of 16 appearance.
Rather than launching a traditional campaign or chasing sponsorship assets, the brand recognised it already had the perfect narrative built into one of Canada’s most loved grocery staples. By trading market dominance for pure fan solidarity, this Canadian brand is embracing the same underdog spirit that has rallied the nation.
This campaign is a timely example of how brands can move at the speed of culture by reimagining existing brand equity rather than relying on large media buys or lengthy planning cycles.
Beyond the packaging, the campaign also activates a creator network to get Under Dogs packs into fans’ hands and launches a grassroots experiential stunt with oversized ‘Go Underdogs’ signs at Fan Fests and viewing parties, turning a familiar grocery staple into a symbol of national pride.
