Who: Canadian Tire, with Publicis Toronto and Montreal for strategy and creative; Veritas for PR; #Paid for influencer; Touché Media, and Canadian Tire Digital Investment for media.
What: "For Every Christmas First," the retailer's new holiday campaign, celebrating its role in Christmas firsts. It reinforces its longstanding positioning as "Canada's Christmas Store."
What: "For Every Christmas First," the retailer's new holiday campaign, celebrating its role in Christmas firsts. It reinforces its longstanding positioning as "Canada's Christmas Store."
When & Where: The campaign is in market now, led by a pair of 30-second ads running across TV/online and connected TV, complemented by social and earned media, influencer marketing, SEM and support across owned and operated channels.
Why: At its core, it's a campaign to raise awareness and consideration during a key sales period. But at a time when nostalgia is front and centre, it's also about underscoring the vital role Canadian Tire plays in creating holiday memories.
Part of the joy of Christmas is in creating new traditions and memories, said Natalya Lukie, Canadian Tire's associate VP of strategic marketing. "As a retailer that’s equipped Canadian families for so many first moments in their lives, we took a playful approach to showing how we are the store 'For every Christmas First.'"
How: Canadian Tire has a strong track record of depicting Canadian slice-of-live moments in its advertising. Its work tends to be unabashedly sentimental without ever straying into mawkishness, and this campaign continues that approach.
Soundtracked by a cover of the 1957 Italian song "Come Prima" (For the First Time), the anchor spots reflect Canadian Tire's role in two key holiday areas: decor and gifting.
They provide the backdrop for a series of vignettes portraying Christmas firsts—from a young girl receiving her first bike, to one half of a couple becoming acquainted with the other's kitschy taste during their first Christmas together, to a young adolescent with peach fuzz receiving his first razor, and a young boy finally being invited to sit at the grown-ups table.
Canadian Tire has also created a new online gift registry called "Canada's Christmas Lists" that is designed to simplify the holiday shopping experience for Canadians by letting customers, build, share and shop personalized lists with family and friends.
The company has also partnered with several Canadian creators, including Roxy Earle, Jedson Tavernier, Lyndsey Smith and Marianne Plaisance, who are showcasing home essentials, toys, tools and pet supplies from Canadian Tire in their social feeds.
And we quote: "We created a campaign to highlight that there's always something new and exciting within our traditions to experience during this time of the year. This perfectly aligns with Canadian Tire's legacy of being a 'first' in many Canadians' lives, creating those cherished holiday memories." — Vini Dalvi, executive creative director, Publicis
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