Cdn. Tire reprises campaign

montreal: Actor Michel Forget and 'Gratteux,' the 10-year-old accounting elf character are back by popular demand headlining Canadian Tire's Christmas ad campaign in the Quebec market.Created by Montreal agency Doner Schur Peppler, Gratteux is one-half of a high-contrast duo.The miniaturized elf...

montreal: Actor Michel Forget and ‘Gratteux,’ the 10-year-old accounting elf character are back by popular demand headlining Canadian Tire’s Christmas ad campaign in the Quebec market.

Created by Montreal agency Doner Schur Peppler, Gratteux is one-half of a high-contrast duo.

The miniaturized elf represents an obsession with savings, while Forget, who has been the Canadian Tire spokesman for the past five years, embodies family ties, honesty and a sense of generosity in the retailer’s advertising.

James Lavigne, Canadian Tire’s regional vice-president, Eastern Canada, says Gratteux has become synonymous with the arrival of Christmas in Quebec.

‘I would even say that, based on the public reaction, ‘Gratteux’ has joined the ranks of Christmas characters like Rudolph the Red-Nosed Reindeer,’ Lavigne says.

Canadian Tire’s Christmas is prominent on television, in flyer advertising and in in-store promotions. The campaign runs from Oct. 31 to Dec 25.

In Quebec, 89 Canadian Tire Associate Stores employ 4,500 people and generate annual sales of $700 million. LRB