Canadian Tire is taking a multi-pronged approach it says aligns with the evolving consumer mindset during the holiday season. On Nov. 4, the brand launched its “Spirit of Savings” campaign that focuses on deals, rewards, time-saving methods and convenience – which are all top of mind in 2024, according to Canadian Tire.

One spot features Triangle Rewards Offer Swapping, which allows members to exchange personalized rewards that they don’t need or want for more relevant options, helping Triangle Rewards Members earn additional Canadian Tire Money. Another features Same Day Delivery, which will be featured from Dec. 2 to Dec. 22.

And for the first time in a decade, Canadian Tire will highlight its Black Friday sale on TV. This year, the retailer’s sale will last four weeks, from Nov. 7 to Dec. 4, with the ads running from Nov. 4 to Dec. 2. The campaign will run on a variety of platforms including broadcast, connected TV and OLV, alongside an extensive digital, social, influencer and search campaign.

The efforts are part of Canadian Tire’s broader holiday strategy, Natalya Lukie, AVP of strategic marketing for Canadian Tire, tells strategy.

“Part of our task is to resist the desire to start totally fresh each and every year – to not tire of great creative that resonates with our customers, to augment our campaigns with messaging that is of the moment, and capture trends and hot products,” she says.

“Christmas is one of the busiest advertising times of the year and the stakes are high – it’s competitively intense and can be tough to cut through the clutter of sales messaging and Christmas tropes,” says Lukie. “We dig through reams of customer feedback, ad diagnostics, competitive analysis and work with our product development and merchant teams to drive that feedback loop so we can collaborate with our agencies to develop the most relevant and memorable take on the season every year.”

In addition, the “Christmas Firsts” campaign from 2023 is back to showcase Canadian Tire’s hero product categories including indoor and outdoor Christmas décor and gifting for adults, kids, teens and tweens.

The 360-marketing campaign includes the following tactics: one 30s TV spot, four 15s TV spots, online video and connected TV, social media, influencers and an XM activation, with Canadian Tire’s Christmas House launching for media and influencers on Nov. 7 in Toronto and Nov. 15 in Montreal. The campaign also includes SEM and owned channel support on social, website and email.

Agency partners include Publicis Toronto and Montreal, Touche media, Canadian Tire Digital Investment, #Paid and Veritas Communications.