Staples serves up laptops

The office supplies store is trying to steal holiday shoppers from electronics retailers with an appetizing ad campaign.

Staples is inviting shoppers to the table by cooking up an ad campaign with Christmas dinner served on a family of laptops and netbooks.

The national ads will run through the holiday season on conventional and specialty channels, including on top-rated shows such as Glee, CSI and Amazing Race. The office supplies store is also running radio ads in major markets across the country and has sent out its annual gift guide.

The Toronto offices of Mediacom and MacLaren McCann handled the buy and the creative, respectively.

The decision to focus on laptops this holiday season was intended to give shoppers a new reason to visit in the hopes of pulling them away from Best Buy and Future Shop, says Sandy Salmon, director of advertising for Staples Canada.

‘The goal is to set Staples up as a place that is a destination for laptops,’ she says. ‘People that shop Staples know that we’re the store to go to, but people who aren’t necessarily customers, we’re not always their first choice.’