Moosehead’s latest campaign, which has been launched ahead of Canada Day, is being spurred by the largest media investment the brewery says it’s made in years. The creative work zooms in on the “eh” linking “Moose” and “head” in the brand name to suggest that “Canadian” is Moosehead’s middle name, the brewery says.

Managed by Media Experts, which has been the brand’s media agency since 2017, the campaign includes integration across connected TV, online video, out-of-home and digital/social, as well as sponsored integration with last month’s Stanley Cup playoffs coverage on TSN and Sportsnet.

Taylor Guthrie, group director of strategy for Media Experts, tells MiC the campaign draws on previous campaign insights and media effectiveness research, which found that a diverse mix of media channels drives the strongest brand and business results.

“What sets this campaign apart is its focus on building meaningful partnerships with Canadian media,” Guthrie says. “We observed that consumer support for Canada is influencing their media consumption habits – and when aligned with Moosehead’s uniquely Canadian positioning, this created a natural and powerful evolution in our media strategy.”

Moosehead’s “Presidential Pack” activation, launched in March, saw the brand release a custom case of 1,461 cans of Moosehead Lager (one for every day of the current U.S. president’s four-year term) during the height of the Canada-U.S. tariff tensions. The stunt was designed to capture the Canadian spirit in the face of a challenge, and resulted in more than 500 unique news stories globally, more than 100 million impressions and a 400-plus waitlist for a beer product retailing at $3,490 + HST.

Guthrie says the new work builds on the success of the Presidential Pack, the growing momentum behind the “buy Canadian” movement and “a clear opportunity for a bold media push leading into Canada Day.”

“Our goal was…to shine a light on Canadian stories and voices,” Guthrie says. “That meant not just showing up in Canadian media but championing it. We partnered with leading Canadian publishers, including CBC, Bell and Rogers, to celebrate the moments that matter most to Canadians, from major sporting events to breaking news and cultural milestones.”

Developed by creative AOR Conflict, the new campaign is designed to reinforce Moosehead’s position as the only major brewery still fully Canadian-owned – a core differentiator in a category now largely dominated by foreign ownership.

“We’re in a moment where more and more consumers are starting to look behind the labels and realizing that many of the so-called ‘Canadian’ big brands aren’t actually Canadian-owned,” Karen Grigg, director of marketing at Moosehead Breweries, said in a press release. “Some may still be brewed here, but Moosehead has been 100% Canadian and family-owned since 1867 – the same year Canada was founded. That legacy matters, and we’re having fun with that.”

Conflict also led creative development on the Presidential Pack activation, while Craft PR led public relations.