As ever, it’s a question of terminology and the associated meaning. To the French-speakers, it’s not dirt, it’s “terre” (and someone in the marketing company should and problably does bloody well know). The WTF here is the inconsistency. That picture would have worked OK with “localement” or “d’ici” but not with “locally”.

What may have happened here is that the picture was created for the English market and some twit thought it would work in Canada not realising that the Anglos in Canada have adopted the term “dirt” with its negative connotations.