Channeling Seinfeld, Canadian Tire has made an ad about “nothing,” as it looks to better define its Noma brand of home products.

In the latest masterbrand campaign, a family experiences the comfort of “sweet, sweet nothing. A HEPA air purifier gives a dad nothing to sneeze at, as the spot reveals an array of offerings like cordless vacuums, sleek heaters and iQ smart home solutions.

“By bringing to life the things that make your home messy or uncomfortable with animated supers, we liked how the creative shows how Noma products effortlessly remove and make the home cleaner and more comfortable to live in,” says Ellen Bishop, associate vice president of strategic marketing at Canadian Tire.

“We leaned into the idea that an ad for Noma was, well, an ad for nothing. After all, when there’s nothing to worry about, isn’t that everything?”

Noma was acquired by Canadian Tire in 2014, and according to Bishop, with the Noma brand spanning 18 categories and thousands of products, the challenge was about ensuring that it is  recognized for its whole suite of home products. This was especially important for the company as it underwent a strategic revitalization that included an assortment beyond lighting, for which it was best initially known.

“We want Canadians to be aware of Noma’s breadth of whole home products to ensure that we’re on the consideration list when consumers are shopping,” Bishop says.

The variety of Noma’s offerings is conveyed with a light comedic approach, as it looks to reach a target audience who feel overwhelmed and struggle to prioritize maintaining or improving their homes, Bishop says. These customers are typically between 25 and 44 years old, are familiar with the brand through the Christmas and lighting categories, but are unaware of the full breadth of Noma’s household offerings.

Bishop tells strategy Canadians can expect to see a stronger presence of the new brand as the year progresses into Fall and Christmas.

“Noma is a strategic priority for Canadian Tire with it being Canadian Tire Corporation’s third largest owned brand in sales among the corporation’s owned brand portfolios,” Bishop says. “It was important that we made a significant media investment to help drive upper funnel awareness of Noma’s whole home offering.”

Campaign tactics include TV, OLV, social (Facebook, Instagram and Pinterest), SEM, PR campaign including earned media and influencer. This campaign was developed in collaboration with Angry Butterfly, with which it began a relationship in the summer of 2023. Touché is responsible for paid media, Canadian Tire Digital paid social and Canadian Tire Brand Communications for PR.

Last week, CTC and Petro-Canada announced a Triangle Rewards and Petro-Points loyalty partnership, launching an English and French campaign, “Fuel New Adventures” supported by Publicis, Touché, and Canadian Tire Brand Communications.