Maple Leaf was looking for a way to remind Atlantic Canadians that Larsen is a brand they know and love. We wanted to give them the chance to feel a sense of ownership and pride in the fact that Larsen is for them only. The result? A radio campaign that showed the ridiculous (and criminal) lengths people will go to for it, and a DM piece that gives Atlantic Canadians a chance to win a year's supply of Larsen meat - and a lifetime supply of bragging rights.