English vs French: localising International campaigns for Canada

Carolina Marialva Baldo, Brand Manager at Freedman International, on the unique considerations needed for Canadian localisation.

Canada, a vast and culturally diverse nation, presents a unique challenge for international marketers. While English is the dominant language (the first official language spoken by 76.1 % of the population according to the 2021 Census), French holds significant cultural and political weight, particularly in Quebec (it’s spoken by over 84% of the province population, compared to 22% nationwide).

This linguistic duality, combined with regional variations and a growing multicultural population, can make localisation a delicate balancing act…

Regional variations in Canadian language use

While the bilingual mandate applies nationwide, its implementation varies by region:

• Quebec: the only primarily Francophone province requires compliance with the Charter of the French Language (Bill 101). The Charter prioritises French in public life and business, including product packaging/instructions, signage and commercial ads.
• New Brunswick: The only officially bilingual province, requiring all services and communications to be available in both languages. 
• Manitoba: Mainly English speakers, but both languages have official status in the legislative and judicial spheres of government.
• Ontario: Has a regionalized language policy. Some parts of the province are bilingual, while others are only English. 
• Other provinces: English predominates (e.g., British Columbia, Newfoundland and Labrador), but federal services must still be bilingual. In regions with significant Francophone populations, there are additional French language requirements.

When to use English or French in Canadian marketing

Understanding the nuance of French for France vs Canadian French as well as US English vs English for Canada is essential. 

In the case of French for France and Canadian French, not only do pronunciation, accent, vocabulary and grammar differ, but cultural connotations and preferences also diverge. Even something as simple as meal names can be different, for example “le déjeuner” refers to lunch in France, but it is breakfast for Québécois. 

Similarly within English-speaking Canada, regional dialects, idioms and slang in English can complicate communication, for example, a campaign targeting Toronto might require a different language and tone than one aimed at Vancouver.

Canada also boasts a rich cultural and linguistic tapestry. Indigenous languages, as well as those brought by immigrants, contribute to the country’s diversity – there were over 200 other languages spoken in 2021, and 4.6 million Canadians speak a language other than English or French at home, Mandarin being the biggest, followed by Punjabi.

This multiculturalism presents both opportunities and challenges for marketers. On one hand, it allows for targeted campaigns that resonate deeply with specific communities. On the other, it demands careful consideration to avoid stereotypes or oversimplifications.

Key considerations for successful international campaigns in Canada

• Audience Segmentation: Define your target audience clearly within Canada, based on language, region, and cultural background.
• Localisation and tailored content: Adapt your marketing materials to reflect the specific language, culture, and preferences of your Canadian target audience.
• Cultural Sensitivity and Research: Show respect and understanding of cultural differences within Canada to enhance engagement.
• Bilingual Expertise: In bilingual regions, ensure content is equally engaging in both English and French. If you are partnering with a localisation agency, ensure they are experienced in Canadian French.
• Compliance: Adhere to language laws and regulations, especially in Quebec.

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