The modern strategies employed by Canadian leaders in response to potential economic and sovereignty threats from Donald Trump have been quite unconventional. These strategies include measures such as banning liquor sales and ending contracts with companies like Tesla. The most unusual tactic, however, was the spending of hundreds of thousands of dollars on novelty hats to counter the US.
In January, a marketing opportunity was spotted by an Ottawa-based company when Trump threatened to annex Canada. The company began to sell hats imprinted with the statement “Canada is not for sale” in capital letters. Soon after, Doug Ford, the Premier of Ontario, a politically savvy and outspoken populist leader, joined a high-profile meeting with other leaders and the prime minister, conspicuous in his hat bearing the “Canada is not for sale” slogan. This led to a surge in online orders and a rare moment of political unity.
Nonetheless, Ford’s display of the hat came at a cost of nearly C$300,000 (US$218,000), as per reports by the Trillium. Detailed public election finance documents reveal that the Progressive Conservative party of Ontario disbursed C$278,910.71 to the company, Jackpine Dynamic Branding, which produced the hats during the province’s last spring’s election campaign.
Over 600 hats, procured at C$23.19 each before the election, were given to the campaign, as stated by the Trillium. Liam Mooney, the operator of Jackpine Dynamic Branding, along with his fiancée, Emma Cochrane, had articulated that their intent was to express a clear patriotic message. The online store, which peddled different designs like “Strong and Free,” “Canada Is Not For Sale,” “Fort et libre,” and “Le Canada n’est pas à vendre,” was inundated with traffic, resulting in the sale of tens of thousands of these hats.
The hats were a common sight during the February provincial election, where Doug Ford’s government secured a rare, third consecutive majority mandate. His campaign and surrogates frequently wore these hats, which became emblematic of resilience against the looming threats from South of the border.
Source: https://www.theguardian.com/world/2025/aug/28/ontario-premier-doug-ford-spent-six-figures-canada-not-for-sale-hats
