Canadian Tire brings it on

The retailer is launching a new brand positioning campaign with a seasonal spin.

Whether we’re panicking about shovelling the driveway after a Snowmageddon or bragging about a trip to the cottage for the May two-four long weekend, as Canadians, our lives revolve around the seasons. Canadian Tire is working with this consumer insight for a new brand positioning campaign that celebrates the “joys and jobs” of living in the north.
This month the retailer launched what Rob Shields, SVP, marketing at Canadian Tire, calls the most integrated marketing campaign ever undertaken by the brand. Created by Toronto-based Taxi with media by Mediacom, it includes 10 new TV spots and a slew of outdoor and online executions with the tagline “Bring it On.”
“Over the last couple of years, we’ve been getting much closer to our customer in terms of insights about them,” says Shields. 
Based on consumer research including transactional information to understand shopping habits, and behavioural studies to find out about customers’ mode of thinking, the new campaign will “put up a mirror in front of Canadians and say, ‘Is this your life?’” Shields says.
For instance, a spring campaign will show common activities like bike riding and camping, “all sequenced perfectly when Canadians are starting to think about these things.” A social media campaign will encourage consumers to exchange tips and tricks on “how to get the most out of life” on and the brand’s Facebook page.
“This isn’t going to be a spot that says, ‘We’ve got weed eaters for $19.99.’ We’re talking about a pull strategy, which is, it’s spring, it’s life in Canada, it’s patio season, and we’ve got Canadians enjoying the patio and enjoying the product that we sell.”