Canadian Tire conducts Winter Store campaign
By Derek Winkler
Canadian Tire has begun a marketing campaign that encourages consumers to enjoy winter. Called “Canada’s Winter Store,” the campaign includes a 30-second television commercial that depicts a Canadian family from India experiencing various winter activities for the first time. The campaign is running in English, French and Hindi. It also includes online video, social media content, in-store materials and influencer activities. The campaign was developed by Canadian Tire and Publicis, with media work by Touche and influencer support from Ethnicity Matters.
“With this campaign, we wanted to show how much fun it is to find your winter thing, whether you've lived here your whole life, or this is your first Canadian winter,” said Vini Dalvi, chief creative officer at Publicis Canada. “As a newcomer, I could really see myself in this story, embracing the excitement of trying different activities and exploring the season.”