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Giant Tiger continues campaign

Ottawa-based discount store chain Giant Tiger has begun a new phase of its "Inner Voice" advertising campaign. The effort will run through the spring and summer to promote the chain's collection of women's fashion products. It consists of a series of television commercials in which a woman realizes that "the key to looking great and feeling great is self-confidence," according to the company. The campaign uses the tagline, "Confidence looks good on you." It was developed by Yield Branding of Toronto.

"Our objective is to continue to elevate our exclusive private label brands, Lily Morgan and MyStyle, by creating mass consumer awareness," said Karen Sterling, vice-president of marketing at Giant Tiger Stores. "These commercials and our spring-summer marketing campaign are part of the overall evolution of a beloved and iconic Canadian retailer. They demonstrate that Giant Tiger not only gets Canadian women but respects them by developing a campaign in which the protagonists are authentic and relatable."

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