Casual fashion retailer Roots Canada is launching a new campaign that is asking consumers to take its name literally.
‘Roots is all about family,’ says the company’s co-founder Michael Budman, adding that Roots is moving away from advertising its product to promoting a lifestyle – a lifestyle where one’s ‘roots’ play a big part in defining oneself.
The campaign, which will run in magazine ads, transit shelters and in-store across Canada, Southeast Asia and the u.s., is the first by Toronto agency Garneau Wurstlin Philp: Brand Engineering, which picked up the Roots account in June.
Budman says there are three sepia-toned executions in the campaign: musician Robbie Robertson poses with his son, actress Kelly Lynch is photographed with her daughter and actor Jason Priestley appears with his dog.
Budman says the company wants to move away from the youth-oriented culture that so many fashion houses have embraced.
He says parents and children today listen to the same music, hang out together and, of course, wear the same style of clothes. ‘We don’t believe there is a generation gap anymore.’
Roots operates over 100 stores in Canada, Japan, South Korea and the u.s.
