Canadian Tire

Canadian Tire is more than just a retail store – it’s a cultural institution, known for its long-running advertising campaigns. Past campaigns focused on product-level communication, but Canadian Tire wanted to communicate a higher brand message about the unique role it plays in the lives of Canadian families.

A tough brand to pigeonhole, Canadian Tire carries products for every imaginable aspect of day-to-day life. Taxi needed to find a way to put that unusual range of products into a relevant context. “For Days Like Today” united this diverse product assortment under a single idea: the role Canadian Tire plays in the adventures of family life. Some days are fun and relaxing, others are a bit demanding or mundane, but embracing that adventure is key to running a household successfully.

Being one of the biggest marketers in the country meant the campaign idea had to expand to every touchpoint in the marketing mix. The mass media campaign launched with a combination of television, out of home and online, and beyond this included Canadian Tire’s weekly flyer, website and the actual store environment.

“For Days Like Today” achieved the same success as previous record-setting campaign “Aisle Signs” by the end of its first quarter, and continues to gain momentum. And despite the challenging economy, Canadian Tire is one of the few retailers in Canada that has held its own in sales, and this spring had an impressive thirteen-week run on the TSX, with a 28% increase in share price.