Typical freaking out over nothing.
The OLF knows full well that On the Run is a trademark protected by international treaties, and thus they have to intention of trying to force Esso to change any names. They don't have the power to do so. What they are talking about are ways to encourage comanies to voluntarily francisise their insignias and logos the way KFC did many years ago (by operating under the PFK logo). It's not so much being anti-english as much as it is being pro-french. Most Quebeckers, anglo and franco, are proud to live in a primarily French-speaking enclave in North America, and as such, they want their environment to reflect that. It's inevitable that we'll see American-style convenient stores in Quebec, like in the rest of North America, but they least they can do is french up their signs a bit. No one's forcing them, no one can.
And I think I already saw a new insignia for On the Run in the Montreal hockey rink on TV... it says Marché Express with the same red wavelines underneath. Big deal.