Elevating a Canadian Commodity to Icon Status.

Redpath Sugar

When you’re one of Canada’s oldest food brands, yet most consumers consider you interchangeable with any competitor, you have an image problem. We uncovered that Redpath had to be perceived as selling more than sugar; they sell enrichment, the everyday and celebratory moments sugar makes better, from quick snacks to milestone birthday cakes. By pairing that emotional truth with inclusive baking credentials that matter to Canadians—multicultural, vegetarian, vegan, kosher, and halal—we built a brand people could feel good about choosing.

Ce qu’on a fait

• Convert Redpath from a commodity provider into a human-centric brand
• Build a bilingual community rooted in inclusivity and accessibility
• Make baking feel welcoming for all skill levels, cultures, and communities
• Create an always-on content ecosystem around education and inspiration
• Foster trust and authenticity through influencers, events, and user-generated content