Buckwud Pure Maple Syrup has announced a new partnership with comedian and presenter Katherine Ryan as part of a major brand initiative aimed at driving year-roundusage and reinforcing category relevance across retail channels.
Launching in December, the campaign positions Buckwud as a versatile, natural, and premium sugar option suited to everyday consumption, rather than just seasonal peaks.
Thecreative centres on Katherine’s unmistakably candid style, bringing a clear message toconsumers through the key visual: ‘Guess which maple syrup is Katherine Ryan’s favourite’, with Buckwud being the obvious (and only) choice.
Katherine Ryan will front a series of content moments designed to educate and inspireconsumers on maple syrup’s wider usage occasions, including coffee and tea, marinades,salad dressings, baking, cocktails, and more.
Her authentic Canadian heritage addscredibility and authority, reminding consumers what real maple syrup should taste like.Katherine Ryan says, "As a proud Canadian, I consider it a personal responsibility to rebel against the UK’sPancake Day-only approach to maple syrup. It deserves better.
"I use Buckwud in anythingthat needs sweetness, warmth, or a little personality, salads, marinades, even cocktails. Ifyou think maple syrup is just for pancakes, this is your sign to evolve."
With wellness-focused shoppers and ingredient-conscious consumers driving growth innatural sweetness, Buckwud is 100% pure, straight from the forest, natural sugar.
Maplesyrup contains manganese, riboflavin, copper and potassium, which together contribute tonormal energy-yielding metabolism and the protection of cells from oxidative stress as partof a healthy, balanced diet and lifestyle, and, offers a natural sugar option with a clean-labelingredient profile.
The partnership supports Buckwud’s strategy to:
- Grow household penetration beyond seasonal consumption
- Reinforce product authenticity and Canadian provenance
- Inspire consumers with multiple usage occasions to drive frequency
- Support retailers with increased brand visibility and premium differentiation.
Michael Inpong, Chief Marketing Officer, Valeo Foods, says:“Katherine brings an exciting new energy to Buckwud. Her warmth, humour, and Canadianauthenticity make her the perfect partner to communicate the brand’s versatility and naturalcredentials.”
“As consumers continue to seek out premium, natural ingredients, we see a significantopportunity to position maple syrup as an everyday staple, not just a seasonal treat.
"This campaign is designed to support retailers in unlocking that incremental growth.”
The partnership will be supported across PR, social content, influencer activity, OOH, print,shopper marketing, and editorial features, featuring recipe ideas and creative applicationsthat highlight Buckwud’s versatility and year-round usage