According to Canada Post’s 2022 holiday e-shopper survey, 52% of Canadians are “thoughtful gifters.” Roots used that insight to fuel the development of its 2024 holiday campaign, “Anything Roots, Everything Holidays, which launched Oct. 29 and is running until Dec. 24.

“These consumers believe in the power of thoughtful gestures over lavish spending,” Leslie Golts, chief marketing officer for Roots, tells strategy. “This campaign is an opportunity to celebrate that thoughtfulness and showcase our dedication to crafting meaningful connections with our community.”

Roots’ holiday push is an omnichannel marketing campaign with the message that “anyone can count on Roots for thoughtful gift-giving.” The creative focus is “driving awareness for our different categories within sweats but also our other categories like Roots Active and Outerwear and reaching new consumer segments,” Golts says.

The two key themes of this year’s marketing are “heritage and nostalgia,” which highlights the brand’s understanding of Canadian winters and holiday experiences after 51 years in the business, Golts adds.

“This year’s campaign takes that connection to the next level, drawing inspiration from universally Canadian, nostalgic moments,” she says. “Designed to feel like a holiday card, each scene represents a familiar, heartfelt experience that brings people together. Whether you’re playing hockey outside, your car is stuck in the snow, or you are cozy inside, chances are you’re with family or friends.”

The campaign includes OOH with activations across Toronto, Vancouver, Calgary and Ottawa, plus presence in key malls: Toronto Eaton Centre, Sherway Gardens, Rideau Centre, Chinook Centre and Pacific Centre. Installations at the Toronto Christmas Market (Distillery) and Yonge-Dundas Square are coming in November. An experiential pop-up is also planned for The Well in Toronto.

Digital includes partnerships with Amazon Prime, Netflix Canada, and Rogers TV, while social includes a campaign across Meta (Facebook, Instagram), Pinterest and TikTok.

Creative was handled in partnership with Cruel Agency Inc. Sundae Creative led PR and Influencer, Narrative and Button Factory are taking care of experiential and iProspect is leading paid media.