Canadian Tire continues Tested campaign
By Rob Bale
Canadian Tire has begun a new phase of an ongoing national campaign for its “Tested for Life in Canada” in-house quality assurance program. It includes a new 15-second television commercial called “Game Day Hero,” which depicts a man barbecuing food on the day of a sports event. Another execution depicts a woman building an access ramp at a community centre. The campaign focuses on the consumer-submitted product reviews used in the program. It also includes online video, social media content and influencer activities. The campaign was developed by Publicis Canada, with media work by Touche Media.
“Through relatable and heartwarming stories, our campaign highlights the role quality products play in our everyday lives,” said Jonathan Anderson, associate vice-president of strategic marketing at Canadian Tire. “When you buy a product with the ‘Tested’ badge, you know you’re buying quality. Our campaign highlights our testers, who are customers first, and how they use the products in their everyday lives. This is the best way to see that the products are quality products, built for life in Canada.”