Who: Real Canadian Superstore, with One Twenty Three West for creative and strategy; Merchant for production; Outsider Editorial and Alter Ego for post-production; Grayson for music; and Advance (powered by Loblaw) for media.
What: “Legendary Ways to Save,” a holiday campaign that celebrates all the ways real life consumers (and famous holiday characters) can save at Real Canadian Superstore.
What: “Legendary Ways to Save,” a holiday campaign that celebrates all the ways real life consumers (and famous holiday characters) can save at Real Canadian Superstore.
When & Where: The campaign is in market now, with 60-, 30-, 15- and 10-second spots running across digital and broadcast.
Why: Inflationary prices have cast a dark shadow across holiday spending, and Canadian grocers are imbuing their seasonal campaigns with messaging about how they can ease purchase anxiety. To stand out, Real Canadian Superstore is reminding customers of the cost savings it can provide this holiday season.
The brand offers more ways for Canadians to save than any other major grocer, said Loblaws’s VP, discount division, Shelley Tangney, in a release. “That [fact] is just a part of our story, and the story we will continue to tell,” the team at One Twenty Three West told The Message.
How (the strategy): “Superstore has offered Canadians memorable ways to save for years,” said Real Canadian Superstore’s senior director, brand marketing, Dorothy Lee. “Pairing them with memorable holiday legends felt like the perfect way to remind everyone that Real Canadian Superstore is here to help them save.” The 60-second spot features several of the brand’s offerings that can save shoppers money, such as No Name, PC Optimum, and Club Size.
How (the creative): The campaign follows a famous cast of holiday characters—Santa, The Nutcracker, Scrooge and Frosty the Snowman—as they take advantage of discounts at the grocer, stock piling items like cookies, nuts, and a PC whole turkey into their cart, (you can probably guess who buys what). Unfortunately, Frosty melts before he can make his purchases, which include carrots, naturally.
“It was important for this campaign to be inclusive of all cultures and all the different ways Canadians celebrate during the holidays, not just Christmas,” explained One Twenty Three West. “We featured recognizable cultural figures, but looked for opportunities through humour, casting, product selection, wardrobe and music to ensure the campaign reflected the best of what Canada has to offer.”
The agency worked with Mann Casting to cast a diverse group of actors embodying holiday cheer, while also reflecting Real Canadian Superstore’s diverse consumer base. Grayson music also produced a custom holiday track for the ad, uplifting but without ties to a specific culture or celebration.
