Tanguay is telling a relatable holiday tale. The Quebec furniture and household appliance retail chain, which operates 24 locations province-wide, is playing with the idea of parents hiding Christmas gifts in its latest seasonal campaign.

“The memories we create in our homes are associated with important events, often celebrations, and the holiday season is no exception,” says Stéphanie Painchaud, marketing director for Tanguay. “By providing official hiding spots for gifts, whether it’s under the bed, in the sock drawer or inside any other piece of furniture, our banner can become a part of these festive traditions.”

Painchaud tells strategy the retailer dived into a vacant creative territory that allows Tanguay to build an emotional connection with consumers.

“Tanguay’s positioning throughout the year is ‘Your Comfort Zone’, [and] we are building ideas around this closeness that the brand has established with its customers,” Painchaud says.

The bilingual, multi-channel campaign will run online, in proximity OOH and on TV and social media. The campaign is by LG2, the agency with which Tanguay has been working for the past two years. Tanguay handled the buy.

Earlier this spring, Tanguay became an official partner of the MLS club, CF Montréal, extending its presence to Stade Saputo, notably in several of the venue’s premium spaces.