Shopper Innovation Awards: Canadian Tire gets tested for life in Canada

To reassert itself as the retailer with the best products suited for life here, it aimed to really prove its merchandise was up to the task.
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This story appears in the May 2015 issue of strategy.

Gold: Integration

With more American retailers entering Canada, Canadian Tire couldn’t simply rely on its 90-year heritage to compete. Research showed that the competition was gaining ground when it came to understanding life in this country, and Canadian Tire needed to reassert itself as the retailer with the best products suited for life here.

Canadian Tire’s history, exclusive focus on the country, partnerships with companies like Coleman, MotoMaster and Mastercraft, and its unique product assortment ensure the retailer has an ear to the ground in each community.

Working with Taxi, Canadian Tire decided to prove that its products were made for life here with the “Tested for Life in Canada” campaign.

In the summer of 2013, the brand launched the program, which was designed to identify unique seasonal consumer needs, develop products that address those needs and then have real Canadians test the products in extreme conditions to see if they pass the test.

To date, 30 products have passed the test and received the “Tested in Canada” badge. The retailer also launched more than 10 campaigns, spanning TV, digital, social media, video, in-store and flyer to promote the successful testing of each product.

Research proves that the “Tested for Life in Canada” campaign is changing consumer perceptions of Canadian Tire. Most importantly, at the store level, products with the tested badge are flying off the shelves. Every product that displays the tested badge has shattered year-over-year sales.


Advertiser: Canadian Tire
VP strategic marketing: Susan O’Brien
AVP of strategic marketing: Eva Salem
Associate marketing manager, automotive: Derek Welosky
Agency: Taxi Canada
ECD: Darren Clarke
CD: Irfan Khan
ACD: Dave Luxton
Sr. AD: Colin Brown
Sr. CW: Tom Greco
Group account directors: Lesley Rivard, Agatha Wronecka
Account director: Michael Strasser
Director, digital strategy: Sean McDonald
Group director, creative technology: Ben Feist
Strategy director: Scott Beffort
CD (Taxi Montreal): Manuel Ferrarini
CW: Tanya Henri
Account service: Carole Nantel