This back-to-school season, Staples Canada is aiming to strike a balance between human connection and rising tech expectations from parents, students and teachers.

Chief commercial officer Priscilla Luna says the brand’s is looking to position itself as a go-to solution to ease the back-to-school burden on Canadian families.

Bensimon Byrne led strategy for the 360-degree campaign, which builds on May’s relaunch of the “That Was Easy” and the reintroduction of the “Easy” button in Staples’ branding. Mekanism handled broadcast, OLV and TikTok advertising to drive awareness and highlight key offers. The creative began rolling out earlier this month.

“We approach parents and teachers as two distinct but deeply connected audiences,” Luna says. “Parents want to know they’re making the right tech investments and educators want print and classroom solutions that are both functional and inspiring. Our back-to-school campaign is a reflection of these changing needs.”

To meet the realities of an era in which tech is embedded into learning from an early age, Staples has reworked its product mix and doubled down on highlighting its in-store expertise as a solution to help families navigate a multitude of options.

Last month, the retailer also launched the Tech Trade-In by Allstate program, offering customers Staples e-gift cards in exchange for unwanted electronics like laptops and phones. Devices are assessed, refurbished or responsibly recycled with the goal of reducing e-waste and saving customers money.

“We know that for many families, purchasing tech can be overwhelming and expensive,” Luna says. “That’s why we’ve built in several layers of value – from clearly categorized product recommendations based on learning needs and AI capabilities, to expert in-store advice.”

Staples is also introducing its Pep Rally line of backpacks, lunch bags and accessories, featuring four new collections – Secret Garden, Sweet Boho, Cosmic Journey and Pattern Power – designed to meet demand for personalized styles, Luna says.

The campaign spans TV, digital video, social, streaming audio, in-store signage and influencer content, with no single channel prioritized over another, Luna says.

Golin led PR and earned-media efforts and the Influence Agency worked on influencer partnerships to amplify key elements of the campaign across social platforms.