Canadian Tire is reminding the public it’s still a haven for sales.
The creative features staffers lovingly gazing at and holding products like blenders and tires, all set to the treacly strains of the Chicago ballad, “If You Leave Me Now.” And it reminds viewers that Canadian Tire has over 1,000 new sale items every week, spanning a broad set of product categories.
“At Canadian Tire, we’ve always been known as a year-round destination for great deals,” says Ellen Bishop, associate vice president, strategic marketing, Canadian Tire. “This campaign is a reminder that Canadians don’t need to wait for a special savings event to get great value as we have over a thousand new products on sale every week.”
The “Letting Go” campaign, created by agency partner Publicis Toronto, aims to fill this knowledge gap by showcasing the quality, variety and affordability of Canadian Tire’s products, ensuring that customers recognize and seize the available deals.
Bishop tells strategy that Canadian Tire has always been a destination for finding great products on sale – and it matters now, more than ever, to customers with a keen eye on their wallets.
According to Bishop, sales represent a competitive differentiator and this campaign is an extension of the retailer’s brand purpose: “We Are Here to Make Life in Canada Better.”
To build awareness of its weekly sales, Canadian Tire has deployed a multi-media campaign including TV, connected TV and OLV, TSN, Quebecor and Cineplex partnerships and social media support to “reach to a wide range of Canadians.”
The French language version features the mid-60s hit, “Avant de me dire Adieu” by Les Classels.
While Canadian Tire retail offers weekly deals, CTC also occasionally focuses on events linked to points and three of its banners.
In the company’s August earnings call, president and CEO Greg Hicks, reported that the company saw an “encouraging response” to an earlier Triangle rewards program-linked sale in May called Max Stack, which allowed buyers to stack deals, earning Canadian Tire money multipliers at Canadian Tire, Sport Chek and Mark’s.
As Hicks noted, the promotion significantly increased new membership uptake.