Rio Tinto launches ‘Forged Here’ campaign to promote Québec-made aluminium

Rio Tinto is turning the spotlight on locally produced aluminium with the launch of a new campaign in Québec, signalling a renewed push to connect its operations more closely with communities and consumers. Titled “Forged Here,” the campaign reflects the next phase of the company’s partnership with the Montréal Canadiens, while recognising employees and longstanding community ties.

The initiative arrives as the collaboration reaches the midpoint of its current five-year term, offering an opportunity to showcase how the partnership has evolved both inside and outside the arena.

One of the most visible examples of that influence is the use of Rio Tinto’s fully recyclable aluminium cups, manufactured from local low-carbon metal and integrated into the Canadiens’ “The Goal is Green” efforts. Since the partnership began, about 1.5 million of these cups have been distributed annually at the Bell Centre, replacing an equivalent volume of single-use plastic cups and strengthening in-venue recycling habits.

Rio Tinto's Aluminium & Lithium Chief Executive, Jérôme Pécresse, said: “Our new ‘Forged Here’ campaign is about our people, our impact in communities and the pride that our aluminium is part of a responsible Canadiens experience.

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“I am excited to see it come to life across new channels, reaching even more Quebecers. When fans raise their cup at the Bell Centre, there is a real connection to our backyard in Saguenay-Lac-Saint-Jean, and to the teams who produce one of the world’s lowest carbon aluminium that is infinitely recyclable.”

Patrick Bigras, Senior Vice-President at Groupe CH Hospitality, added: “Together, we’re proud to engage fans with initiatives that reflect Montréal’s and Québec’s leadership – on the ice, in our communities, and in more sustainable arena operations.”

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Beyond decarbonisation, “Forged Here” broadens the narrative to emphasise regional pride, Québec’s leadership, and the economic contribution of stable, high-quality jobs supported by Rio Tinto’s aluminium business.

The campaign will also feature employee-focused engagement moments, including a dedicated launch event - reinforcing that the message behind “Forged Here” is driven by the workforce responsible for producing the metal.

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