Staples Canada readies back-to-school campaign
Office supply retailer Staples Canada is preparing to break a new back-to-school advertising campaign. It consists of 30- and 15-second television commercials, as well as 30-second radio ads, 15-second cinema ads, in-store signage and social media activities. The television creative features the song "It's the most wonderful time of the year" and depicts two store employees waiting for a clock to strike 12 to mark the start of the back-to-school season. The national campaign was created by MacLaren, with media buying by MediaCom. It will run for six weeks in English and French, beginning July 29. The four-week radio component will begin in early August. The social media program is tied to a broader digital campaign being conducted in association with Crucial Interactive that includes online advertising on Blogher.com, ESPN.com and Techrader.com. The cinema ad will run in 157 theatres nationally. "More Canadians turn to Staples for back-to-school shopping than any other retailer," said Steve Matyas, president of Staples Canada. "The campaign illustrates our position as Canada's back-to-school experts while celebrating the fun side of the season. We're proud that we transform our stores into back-to-school havens for customers. This campaign illustrates how much we love being there when customers need us most."