Royal Trust’s first TV campaign in three years got under way last month using a slice-of-life approach created by Goodgoll Curtis of Toronto, the agency it hired this past August.
The three 30-second spots use real-life conversations and situations such as gardening, a chess game and a business lunch to focus on three Royal Trust products: rrsps, mutual funds, and its new convertible gic.
The hard-sell, retail approach developed by Goodgoll Curtis stresses the benefits of each product and is geared to generate quick response to the message.
The mutual funds spot centres on no fees and no commissions while seniors discuss the flexibility of Royal Trust Convertible GICs, a six-month option to convert to a higher interest rate.
Newspaper ads and direct response support launched earlier this month.
Agency President Trevor Goodgoll says the campaign positions Royal Trust as an approachable and caring company that understands the marketplace has changed.
Canpar’s Wish fund
canpar has launched a $170,000 national ad campaign to help The Children’s Wish Foundation of Canada fulfil the dreams of children with life-threatening illnesses.
Newspaper ads feature a child’s hand-drawn Canpar truck and the line, ‘Together we’ll deliver the magic.’
Two 30-second radio spots will air in the Toronto area.
This week, Canpar will also donate five cents to the foundation for every package shipped through its outlets.
The campaign was developed by Canpar agency Marshall Fenn of Toronto.
Sony rebirth
sony of Canada introduced its new Trinitron XBR2 tv with a multimillion dollar national campaign that likens the new launch to the birth of tv.
The tv spot that began this week illustrates this through an extreme close-up of the metamorphosis of a caterpillar into a butterfly.
The theme continues in double- and single-page magazine ads.
Sony agency Miller Myers Bruce DallaCosta of Toronto created the work, with production by Damast Gordon.
Sun-Rype packaging
a campaign from Palmer Jarvis Advertising of Vancouver recently introduced easier-to-open new Tetra Pak juice containers for Sun-Rype Products of Kelowna, b.c.
The new packaging features a spout strip that eliminates the use of scissors and makes pouring easier.
The promotion runs through to the end of February and includes in-store displays and advertising in western Canadian daily newspapers, radio and tv, with support from direct mail and mall displays.
To tie in, Sun-Rype has created the Sun-Rype Supercase. A case of 12 one-litre containers of apple juice that also contains more than $100 in value-added giveaways.
Established in 1946, Sun-Rype has branches in seven major markets in Western Canada.
Big V uses card sharks
a greeting card promotion under way this month in Big V Drug Stores gets a humorous push from two 30-second tv spots created by Thomas Watt Cohen McCall of London, Ont.
Production was handled by The Imageworks, also of London.
To explain the offer of a free postage stamp with each individual card bought, the commercials feature four older women playing poker with greeting cards and plenty of humorous table talk.
Big V Drug Stores is a 30-year-old, employee-owned chain of 118 southern Ontario stores.
Nutrasweet Sun, Sea & Swirl
the nutrasweet Company combines tv, radio, transit, in-stores, mall sampling and special events for its latest promotion – Sun, Sea & Swirl.
NutraSweet’s advertising focus has been on healthier, more active lifestyles and the new four-week campaign continues the theme.
The coupons-plus-sweepstakes element provides added value and encourages multiple buys of food and drinks containing the sweetener.
An interactive phone-and-win contest allows consumers to call for a chance to win a trip for two to Hawaii, one of 100 Reebok warm-up suits, or one of 50 Reebok sports bags, as well as other premiums through two Toronto radio stations, Q107 and MIX 99.9.
PSG Palmer Bonner of Toronto is the shop behind the promotion.
