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Staples Canada readies back-to-school campaign

Office supply retailer Staples Canada will break a back-to-school advertising campaign on July 30. The effort consists of traditional and online advertising that encourages the sharing of back-to-school stories. Executions will include 30- and 15-second television commercials focusing on discounted items. "Featuring the iconic 80s tune 'Just Can't Get Enough', the ad takes a whimsical look at how students go through school supplies, always needing to stock up on more," said Sandy Salmon, director of advertising at Staples Canada. The initiative will also make use of a four-week radio component aimed primarily at mothers. In addition, the campaign will include a public service announcement intended to raise awareness of the company's community activities, particularly its annual School Supply Drive which raises funds for students in need of classroom supplies. Also, visitors to the Staples Canada Facebook page can enter a contest to win a school supply prize package by creating and sharing a virtual ideal backpack.

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