Cohn & Wolfe launches #IHeartButterTarts campaign for Canada 150

July 20th, 2017

Move over, Nanaimo bars. Say goodnight, beavertails. To celebrate Canada 150, Cohn & Wolfe has launched a marketing campaign to make the butter tart Canada’s official national dessert.

“Butter tarts are Canada’s ‘raisin’ d’être: the quintessential treat for Canadians young and old,” said Caroline Verboon, senior vice-president at Cohn & Wolfe. “Whether you love them traditional and gooey or chock full of plump raisins, one thing is certain – butter tarts are uniquely Canadian, an essential component of our heritage, and one more reason to celebrate Canada 150.”

Canadians are being urged to visit, where they can sign a petition and weigh in on the most important issue in the butter tart world: raisins or no raisins? From there, the company will deliver the petition to Parliament to make the “national dessert” official and give butter tarts the recognition they deserve.

David Gordon – Managing Partner of Cohn & Wolfe Toronto and vocal supporter of raisin butter tarts – said the initiative is a reflection of how his team works.

“As an agency, our motto is ‘Dig Deeper. Imagine More’ – a promise to our clients, and ourselves, to challenge convention and never be satisfied with the status quo. This means we’re always looking for new ways to apply our creativity, and focusing on something we’re already passionate about – like butter tarts – was a natural fit.”

So what do Canadians prefer in their butter tarts: raisins or no raisins?

“Since launching this campaign, we’ve seen some passionate debate on Facebook, Instagram and news sites about raisins versus no raisins, and opinions are almost evenly split,” said Gordon. “Who knew this was such an issue?”