Maple Leaf Foods + RESEARCH STRATEGY GROUP present at MRS Sustainability Summit 2020


Amy Knowles is honoured to join Darlene Macdonald, Senior Director, Consumer Insights at Maple Leaf Foods in presenting at the MRS Sustainability Summit 2020 on Thursday, November 5th.

Maple Leaf Foods is driven to become the most sustainable protein company on earth. Through in-home ethnographies and discrete choice modeling, RESEARCH STRATEGY GROUP helped Maple Leaf Foods develop messages about carbon neutrality that would resonate deeply with Canadian consumers – without alienating a loyal customer base that embraced the heritage of the company.  Working with their creative agencies, this content was instrumental in their new corporate and product branding communications. Several quarters after this launch – the company’s top line revenue grew over 10%.

To learn more about the conference, click here:

More about our message modeling can be found here: Message Model


about our presenter

AMY KNOWLES | senior vice president