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Giant Tiger hires Yield

Retail chain Giant Tiger Stores has retained Yield of Toronto to promote the launch of three new lines of women's fashion products. The launch campaign, called "Inner Voice," consists of three 30-second television commercials in English and French that will air on specialty channels. These will be accompanied by programming sponsorships on W Network and Séries+, as well as four print executions that will run in Chatelaine, Canadian Living and Coup de Pouce. The campaign also includes online materials.

The creative depicts women in situations where they are able to take time for themselves and "embrace how that makes them feel," according to the agency.

"We chose this direction because women trust this quiet voice inside their head and heart to guide their choices and decisions," said Brad Usherwood, head of strategy and creative at Yield. "It's authentic, caring, practical and insightful."

Giant Tiger operates 217 stores nationally, primarily in smaller towns and suburban locations.

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