Real Canadian Superstore breaks campaign
By Rob Bale
Retail chain Real Canadian Superstore has begun a national advertising campaign focusing on its Canadian heritage. Developed by One23West, the campaign includes a commercial which depicts a Canadian flag at a store location. It feature voice work by actor Michael J. Fox. A second commercial highlighting the staff of the stores features music by rock band Rush. According to the company, the campaign is intended to highlight “the importance of unity and standing together.” As part of the campaign, the chain will donate $100,000 to The Michael J. Fox Foundation for Parkinson's Research. Real Canadian Superstore is a subsidiary of Loblaw Companies.
“Real Canadian Superstore is a proudly Canadian brand, and we wanted to create a message that resonates with the values we share with our customers,” said Shelley Tangney, vice-president of marketing at Real Canadian Superstore. “Michael J. Fox embodies the Canadian spirit of resilience, and we are honoured to have him lend his voice to this message.”