Archived - Harper Government Prepares to Consult on "Made in Canada" Branding Campaign
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Economic Action Plan 2014 to enhance awareness of Canadian-made products
February 26, 2014 – Melbourne, Australia – Department of Finance
Finance Minister Jim Flaherty today met with representatives of the Australian Made Campaign Limited (AMCL) to discuss the organization’s experience with its successful and long-standing national branding campaign, as the Government of Canada prepares to undertake a similar initiative.
Economic Action Plan 2014 announced plans to consult on a private-sector-led “Made in Canada” branding campaign to raise consumer awareness of the quality and range of Canadian-made products both domestically and internationally. Following these consultations, a private sector steering committee will be established to lead this initiative, which will strengthen Canada’s competitiveness at home and abroad.
- The quality of Canadian products is recognized across the country and around the world. Branding products “Made in Canada” is a potentially powerful tool to encourage consumers—both in Canada and internationally —to choose such products. While other countries such as Australia have capitalized on their national brand as a competitive advantage, no widely recognized Canadian branding exists.
- The Australian Made campaign was launched in 1986 and is currently overseen by the AMCL. In addition to managing the Australian Made logo, the AMCL hosts a website that markets participating products and presents Australian companies’ profiles. Approximately 1,700 Australian companies currently use the logo on more than 10,000 products.
"Our Government is committed to fostering trade and Canadian entrepreneurship. A "Made in Canada" brand will help advance both of these goals by raising awareness—both in Canada and internationally—of high-quality Canadian products. Learning directly from the Australians about their successful branding initiative is a first step in the process."
- Jim Flaherty, Minister of Finance
Office of the Minister of Finance
Department of Finance