With Canadians Prioritizing "Buy Canadian", how are brands engaging with consumers to put Canadian ties at the forefront?

The “Buy Canadian” movement is sweeping our nation in response to the U.S. tariff implementation. To get a better understanding of how Canadian brands are engaging with the movement, we asked Scott Mitchell, Managing Director, Canada at Vistar Media a few questions:

The Buy Canadian Movement: A Real Shift or Just a Trend?

Canadians are rallying behind local businesses more than ever. Do you think this is a short-term reaction to tariffs, or are we seeing a lasting shift in consumer behavior?

Canadians are showing strong support for local businesses, driven in part by recent economic factors and a renewed sense of national pride. While some of these behaviors may be a short-term response to tariffs and shifting trade dynamics, they’ve also created a heightened awareness of Canadian-owned and operated brands. In fact, over 80% of Canadians are now checking product labels to learn more about where their purchases come from — a meaningful opportunity for local brands to stand out.

In categories like grocery, where seasonality plays a role, Canadians are also open to global alternatives to ensure access to their favorite products year-round. However, for industries like travel, the sentiment shift has been more pronounced. Nearly 68% of Canadians say they have no immediate plans to visit the U.S. for vacations, with some even reconsidering pre-booked trips. While these choices may evolve based on the broader economic landscape, they signal an openness to exploring domestic and international travel alternatives.

For Canadian brands, this moment represents a valuable opportunity to emphasize their local roots, build stronger connections with consumers and foster long-term brand loyalty. As Canadians become more intentional about their purchasing decisions, brands that authentically highlight their local story and commitment to Canadian communities will resonate deeply. How companies respond to this evolving sentiment will ultimately determine how they sustain consumer interest in the long run.

How Can Brands Show Their Canadian Roots Authentically?

With so many businesses pivoting to “Canadian-made” messaging, how can brands avoid coming off as generic or performative? Any standout examples of companies doing it right?

For many brands looking to put Canada front and center, it’s important that messaging is uniquely tied to the brand’s roots. Many marketers jumping on the trend are adding digital and physical ‘Canadian made’ stickers in advertisements and on products directly. While effective for early adopters, the volume of brands now deploying this approach is making it difficult to stand out to consumers as they see Canadian messaging everywhere they turn – email newsletters, social media, in-store, and of course out-of-home (OOH).

To break through the noise, brands need to lean in on creative more than ever to differentiate and stand-out. For larger brands that are already established in the market, there is less education required regarding its Canadian roots. For smaller businesses, especially those in apparel, food and technology that operate within niche markets, targeting Canadians broadly requires content that demonstrates clear ties to Canada, as well as education around what and who they are. The most effective strategy should use Canadian themes that demonstrate both empathy for the impact the trade war is having on individuals and sectors, as well as guidance/tips on how best to buy and source Canadian.

Standing Out in a Sea of Canadian Messaging

The market is suddenly filled with Buy Canadian ads. What creative approaches or OOH strategies are actually breaking through the noise?

For brands looking to break through, the key is delivering relevant, personalized ads that resonate with consumers where they are. Out-of-home advertising offers a unique advantage in this landscape by integrating seamlessly into people’s daily lives and creating contextual connections.

Here are a few creative OOH approaches brands can use to stand out:

• Contextual advertising: Digital out-of-home (DOOH)’splace-based marketing capabilities allow brands to reach consumers in contextually relevant environments tailored to a brand’s message without feeling invasive. Placing ads in locations that align with the message — like highlighting Canadian-made products near cultural landmarks, transit hubs or shopping districts — enhances relevance and drives stronger connections.
• Point-of-purchase impact: With approximately 70% of buying decisions made in-store, POP placements at grocery stores, big-box retailers, liquor stores and pharmacies can be a game-changer. By reaching consumers at the moment of decision-making, brands can reinforce their message and influence purchases when it matters most. This is especially effective for Canadian brands looking to capitalize on heightened interest in local products at the last minute before a purchase is made.
• Dynamic creative: DOOH allows brands to use dynamic creative optimization (DCO) to tailor their ads in real time. From referencing local weather conditions (“Stay cozy with Canadian-made winter gear”) to celebrating regional events or holidays, these personalized messages have the potential to resonate more deeply with Canadian audiences. Brands can also leverage factors like time-sensitive offers or even local sports scores to add a timely, relevant touch.
• Embracing Canadian culture: Brands that authentically reflect Canadian pride are capturing consumer attention. Collaborations with Canadian athletes, celebrities, or creators, along with the use of local slang, cultural references and region-specific visuals, create an emotional connection. When brands demonstrate a true understanding of the Canadian experience, it fosters loyalty and long-term engagement.

By combining these tactics, brands can ensure their messaging not only stands out but also feels meaningful to Canadian consumers amid a sea of “sameness.”

Urban vs. Rural: Are We All Buying Canadian the Same Way?

Do buying habits—and the effectiveness of Buy Canadian messaging—differ between big cities, suburbs, and rural areas? How should brands tailor their approach based on location?

Canadians across the country are looking to put their dollars behind local brands, with geography playing a role in brand presence and product availability. Only78.2 per cent of Canadiansin rural areas have LTE internet access and there is a general understanding that many rural Canadians rely on smaller businesses and local produce in their shopping. In contrast, Canadians in urban centres face an abundance of options, both Canadian and global.

Whether rural or urban, marketers should look at how to highlight what offerings exist in the communities they are targeting. DOOH for example, can easily inform consumers of what is available at local retailers. DOOH’s dynamic creative capabilities allow brands to implement unique and highly targeted call-to-actions (CTA) based on where the customer is experiencing the ad. An example of this includes listing the nearest store location or local product promotions. Whether it’s a billboard on a remote yet highly travelled highway or a screen within a local mall, tailored messaging and dynamic creative make it easier for brands to highlight Canadian-made products and promotions.

Additionally, weather triggers create opportunities for brands to tailor messaging and creative around local weather conditions. With Canada’s vastly different weather patterns coast-to-coast, this is a personalized touch that resonates with local communities and ties into the most talked about Canadian experience – the weather. This is a great option for specific industries, from apparel to travel, where weather can influence purchasing decisions.

Ultimately, whether in a bustling city or a quiet rural town, the key is making people feel seen and understood. By using dynamic, location-based messaging and tapping into uniquely Canadian experiences — like the ever-changing weather — brands can create connections that feel relevant and personal. When brands meet consumers where they are, both physically and emotionally, they stand a much better chance of inspiring loyalty and driving meaningful action.

Making It Easier for Canadians to Shop Local

Beyond marketing, how can brands help consumers find and support Canadian-owned, made, or produced goods? Any tools, strategies, or creative tactics that have been especially effective?

Retailers and grocers are increasingly tapping into the power of digital assets to enhance the shopping experience, particularly by identifying and promoting Canadian-made products. There have been a series of mobile apps that highlight locally sourced goods to help consumers. In store, point-of-purchase screens are not only effective for brands looking to activate, but also for retailers to highlight and showcase Canadian-owned, made and produced goods available near checkout or specific aisles.

In-store retail media is growing globally, including in Canada, but many retailers are only utilizing a small fraction of their available digital infrastructure currently, leaving substantial potential untapped. By optimizing these assets, businesses can transform underperforming screens into dynamic, contextually relevant media networks, highlight Canadian goods and identify what local products are available to consumers at that moment.

This approach removes the guesswork when shopping and guides customers to the products they’re interested in. It is also an opportunity for retailers and brands to strengthen connections with local communities by promoting Canadian-made products and redirecting consumers in ways that feel personal and authentic.

By fully harnessing the power of their in-house digital systems, retailers are not only driving sales but also building stronger relationships with the customers they serve. This strategy turns passive screens into active drivers of engagement, helping brands connect with their audience on a deeper level.

Thanks to Scott for sharing his insights with Marketing News Canada.