Canadian Tire reinforces its expertise

With Canadian Tire's 90-year anniversary just around the corner, the retailer felt it was the right time to reiterate its role in Canadian life. To do this, Taxi helped position the retailer as "Canada's Store," putting a spotlight on its product categories including hockey, kitchen, hunting and gardening.

First, the brand launched an anniversary spot depicting the many ways Canadian Tire has been a long-time part of the fabric of Canadian life with footage taken over the years.

Next, it introduced a witty, and often ironic, spokesman with a string of spots that showed him interacting with the retailer's various products (such as riding a Canadian Tire bike with an entourage of kids). The Canadian Tire guy also shared the spotlight with Canuck celebs, including hockey star Jonathan Toews, design guru Debbie Travis and racing legend Ron Fellows.

In addition, print ads reinforced the retailer's expertise in specific categories from "Canada's Fishing Store" to "Canada's Racing Store."

The campaign included 22 television spots as well as radio, print, flyers, in-store and online creative. The "Canada's Store platform" also inspired a coffee table book that has been sold in stores countrywide.