Why Canadian brands are going all-in on ‘Elbows Up’

The wave of U.S. tariffs and President Trump’s 51st state threats have dramatically shifted marketing priorities for brands in Canada.

There’s a Kraft Heinz commercial running in Canada right now that is a perfect embodiment of the geopolitical moment between the U.S. and its northern neighbor. In it, the brand is celebrating its Canadian workers, and highlighting all the Canadian ingredients in its products like peanut butter, cheese, and Kraft Dinner.