Petro-Canada says its brand strategy and corresponding creative campaign are based on research showing that Canadians are increasingly making more conscious decisions about the brands they support. Company image. 

Petro-Canada unveils new brand platform

On Tuesday, Petro-Canada, unveiled its new brand platform, inviting Canadians to “Live by the Leaf” and to be “Fièrement d’ici”, or “Proudly from here”.

Customers will see new branding at Petro-Canada stations across the country, as well as in a new TV and online advertising campaign and in social media.

Focused on people, “Live by the Leaf”/”Fièrement d’ici” will tell the stories of real people – customers, associates, partners and employees alike.

“‘Live by the Leaf’ and ‘Fièrement d’ici’ reflect our deep commitment to and love of this country,” said Kris Smith, executive vice president, Downstream. “It brings to life our purpose of championing the Canadian spirit and moving people toward what matters most to them.”

The brand strategy and corresponding creative campaign are based on research showing that Canadians are increasingly making more conscious decisions about the brands they support, giving consideration to what a company really stands for when they make their purchase decisions.

“’Live by the Leaf’ and ‘Fièrement d’ici’ are more than our tag lines; they are our rallying cry with Canadians, one which will underpin our marketing and communications efforts for years to come,” Smith said.

“We want to demonstrate to Canadians that we share more than a country, we share a way of life.”

Petro-Canada is owned by Suncor and has almost 1,500 retail and 280 Petro-Pass wholesale locations across the country – from the largest cities to the smallest communities, and is Canada’s leading integrated energy company.

The Calgary-based operation includes oil sands development and upgrading, offshore oil and gas production, petroleum refining, and product marketing under the Petro-Canada brand.

Suncor is working to responsibly develop petroleum resources while also growing a renewable energy portfolio. Suncor is listed on the UN Global Compact 100 stock index and the Corporate Knights’ Global 100.