The Buy Canadian movement has arrived in the country’s major grocery stores. You’ve probably noticed labels with bright red maple leafs, prominent displays stacked with Canadian products or promotional flyers that tout homegrown items.

“All the best things have always been made here. All we had to do was look,” proclaimed a recent Buy Canadian-themed commercial from supermarket giant Sobeys, one of several supermarket giants trying to prove its Canadian bona fides to consumers amid a tariff war with the U.S.

The country’s major food retailers have all rolled out new marketing strategies in recent weeks to meet a newfound demand for Canadian products — and with price hikes in play, they’re betting on a reputational reset after years of contention between shoppers and consumers came to a boiling point last year.

Loblaws is priming its shoppers for pricier groceries as the trade war plays out, announcing this week it will add a triangular “T” label to store items that it says will be costlier due to tariffs. As soon as the tariff goes, so will the price hike, according to the company’s website.