Creative Strategy and Creative Brief

1. Canadian Tire’s
100th Campaign
Creative Strategy
and Brief
ALIA EL KHADEM
FEBRUARY 21, 2020

2. PART A: THE CREATIVE STRATEGY
Background
Most Canadians have a special experience or connection with Canada’s General Store - one
of Canada’s last, truly Canadian, iconic brands. In 2022, we want to celebrate our 100th
anniversary in a big way.
Main Problem / Challenge
How might Canadian Tire create brand relevance through a message that unites all
Canadians, to commemorate its iconic 100th anniversary with a national impact?
Issues for Consideration
Relevance
Connect with today’s consumers and not be seen as a brand behind the times.
Brand Celebration Failures
Competition in the retail space is at an all-time high (especially bricks and mortar vs. online)
and brand celebrations with consumers are falling flat.
Brand-Target Connections
How to engage the evolving target audience with the Canadian Tire brand, and make them
care about the 100th anniversary celebration.
Overall Marketing Communication Objectives
Generate Awareness by celebrating Canadian Tire’s 100 year anniversary on a national
and potentially global scale.
Engagement of happy active families (HAF) with Canadian Tire, through its 100th
Anniversary celebration.
Reinforce positive brand sentiments that will connect with all Canadians through its
100th Anniversary celebration.

3. Main Research Data – Opportunities and Insights
FACT OPPORTUNITY INSIGHT
HAF’s search for newspaper
flyers/mobile coupons
(Environics, 2019)
Agency can use different
sales/promotional strategies to
attract target’s attention and
maintain hype
Canadian Tire’s customers are
regularly seeking out different
options to save money like
personalized offers (mobile
coupons) and mass marketing
(newspaper flyers)
HAF’s shop at factory outlets
and discount stores
(Environics, 2019)
HAF’s are in line with Canadian
Tire’s competitive pricing and
product model (availability)
Canadian Tire’s customers
seek to save money without
compromising affordability,
quality and durability
HAF’s hobbies include
woodworking, crafts, fishing
(Environics, 2019)
Abundance of product categories
for various interests and hobbies
at Canadian Tire can be promoted
by agency to appeal to lifestyle
needs
Canadian Tire’s customers are
individualistic, want to achieve
their best ideal self by developing
their artistic and creative abilities
HAF’s value racial fusion
(Environics, 2019)
HAF’s value togetherness,
inclusivity and racial diversity
If Canadian Tire does not
appeal in its 100th anniversary
campaign to a progressive target
audience, it is not committing to
the ALLGiver archetype
“We’re one of the few last-standing
Canadian brands and have an
emotional and authentic connection
with Canadians… first bike, first
christmas tree, equipping the first
home” (Canadian Tire 100 Year
Anniversary Client Brief, 2020)
“It’s time to celebrate our shared
experiences and values”
(Canadian Tire 100
Year Anniversary Client Brief, 2020)
Canadian Tire’s customers involve
family members in their rituals, they
care about creating happy and
long-lasting memories but also
about celebrating little wins
“The triangle holds a 98% instant
recognition among Canadians.
That’s the power of the Canadian
Tire triangle.” (King, 2016)
Canadian Tire doesn’t need
to educate their target (HAFs)
The triangle is an essential element
for our target (HAFs) to build
connection and create brand recall
for any messages sent by Canadian
Tire

4. 1. Gratitude
Gratitude is a feeling of appreciation felt by Canadian Tire towards their customers for being
a part of the Canadian Tire family for 100 years. They would like to reciprocate this
relationship, with a rewarding gesture through its 100th anniversary celebration.
2. Patriotic
Patriotism is the feeling of love, devotion and sense of attachment to one’s homeland.
Canadian Tire is unapologetically devoted to its Canadian roots and believes in celebrating it
everyday. Every decision made for the Canadian marketplace reflects how deeply they value
their customers and their Canadian connection.
3. Ambition
Ambition is the desire to achieve great heights and is attained through persistent hard work
and determination. Canadian Tire’s efforts to stay best connected with their customers
through various efforts portray their determination towards their brand and their promise of
being “Canada’s Store”.
Target Sketch: Happy Active Families
Happy active families are between 29 and 47 years of age, with an average household
income of $70,000+ and children at home.
HAFs believe that there are two ways to define success. The first relates to their careers:
through hard work, dedication, and determination. However, these traits uniquely combine
with the second definition of building a family legacy: by creating opportunities that make
memories with a big impact. Some of these include: creative ambitions; attending their
child's first school play performance, sports/athletics; where the roaring crowd is your
cheering family of 4, and outdoor activities; a game of catch that becomes a community
pick-up game. HAFs choose what they want to do not based on external opinions, but from
what is best for their family happiness, completing their ideal selves. HAFs thrive on
affordability, racial diversity and leisure activity. Their values are built around togetherness,
and while a family legacy is upheld with common traditions, it is also progressive with each
generation that comes, changing and evolving preferences, with a common undertone.
Core Brand Values of the 100th Anniversary Campaign
Brand Archetype: ALLGiver
The brand archetype embraced by the Canadian Tire brand is ALLGiver (Everyman +
Caregiver) due to its overarching promise to connect but also care and protect. This down to
earth brand is your understanding, fair and supportive next-door neighbour. The ALLGiver

5. 1. Fun
Fun refers to something or someone being pleasant, amusing or enjoyable. This trait is held
by Canadian Tire closely as they always have a positive message to give to their customers,
they strive to bring to life their customer’s imaginations and help recollect happy memories.
Moreover, the brand’s five dimensions include- playing, fixing, living, driving and seasonal
(Dunne, 2019).
2. Supportive
Support refers to being able to bear all the weight or give assistance for something. This
trait is best defined by Canadian Tire’s nature to provide the products necessary to live a
happy and healthy life in Canada. The trait also aligns with Canadian Tire’s core values of
“integrity, honesty and respect” (Canadian Tire Corporation, Limited 1997 - 2020, 2020).
3. Ambitious
Ambition refers to a strong desire to achieve something, usually through hard work and
perseverance. This trait aligns with Canadian Tire’s personality because they are proactive in
recognizing changing lifestyles and needs of their customers and work towards providing
the best and most trusted products/services needed for life in Canada. Even though they
have completed 100 years of existence, they believe in lifelong learning.
Brand Personality
Key Benefit / Main Selling Point
Canadian Tire, embracing and celebrating the true spirit of Canada.
Why Should the Target Believe This?
- Designed for life in Canada
- Understand their customers and their needs like no other retailer
- Location (Canadian Tire’s Store network)
- Price & Product Model
- Associate Dealer Network
- Canadian Tire’s nostalgic connection with their customers through their Loyalty Program
(CT Money & Triangle)
not only reminds you of home, family, childhood and your happiest memories but also brings
comfort to your soul by recollecting what once made you feel secure, loved, and taken care
of. He is also your meticulous go-to counselor tirelessly ensuring that you are having a
satisfactory experience by offering you money-back guarantees and building trust through
the season’s best. The ALLGiver understands every Canadian customer’s needs, and
recognizes their expectations.

6. Positioning Strategy Statement
For Happy Active Families, Canadian Tire is a retail store that embraces and celebrates the
true spirit of Canada because they are designed for life in Canada.
Desired Consumer Response
Participate with 100th Anniversary Campaign, as a result:
Canadian Tire is Here to Stay (Brand Perceptions)
Consumers will develop a connection with the brand, where they understand CT’s core brand
values: strong commitment to the future that will continuously evolve with in the changing
market landscape.
Understand Canadian Identity
Canadian Tire is a symbol for Canadian identity and will always be “Canada’s Store”.
Nostalgic/Emotional Response
Reinforce brand relevance that will resonate with consumers, promoting nostalgic “firsts”,
representative of Canadian identity and culture, capable of making iconic memories.

7. Campaign Objectives
Generate Awareness by celebrating Canadian Tire’s 100 year anniversary on a national
and potentially global scale.
Engagement of happy active families (HAF) with Canadian Tire, through its 100th
Anniversary celebration.
Reinforce positive brand sentiments that will connect with all Canadians through its 100th
Anniversary celebration.
Current Thoughts
Poor Customer Service
“At Canadian Tire, there is an incredibly large product selection, without a single staff
member that knows where it is within the store.”
Cheaper Prices Online vs. B&M
“Canadian Tire has E-Commerce? I’m still sure I can find a cheaper option on Amazon.”
PART B: CAMPAIGN CREATIVE BRIEF
Background/Purpose
Most Canadians have a special experience or connection with Canada’s General Store - one
of Canada’s last, truly Canadian, iconic brands. In 2022, we want to celebrate our 100th
anniversary in a big way.
Target audience: Happy Active Families
Happy active families are between 29 and 47 years of age, with an average household
income of $70,000+ and children at home. They value their cultural firsts, take pride in their
Canadian roots and like to make happy memories that involve the whole family through
activities like sports and entertainment. Being able to pass on their family traditions and
legacies to the next generation is an essential experience of their lives.
Campaign Challenge / Problem
How might Canadian Tire create brand relevance through a message that unites all
Canadians, to commemorate its iconic 100th anniversary with a national impact?

8. Reasons to Believe
Functional
Canadian Tire is in close proximity to all households.
Emotional
Canadians want an experience that promotes nostalgic “firsts”, capable of making iconic memories.
Self-expressive:
Consumers take action to fulfill their outdoor/athletic lifestyles.
We Want them to Believe
The Canadian Tire legacy will continue to evolve from one generation to another, providing
meaning and resonance to the Canadian cultural identity.
Most Important Thing to Say
Canadian Tire, embracing and celebrating the true spirit of Canada.
Brand Personality
Fun, Supportive, Ambitious
Other Insights
- 100th Anniversary campaign: celebration of history and future
- Story of Canadian Tire’s evolution and relevance with its evolving target
- Growing up, you experience a lot of “firsts”. Canadian Tire has been there for all those moments.
- Nostalgic emotional connection with the brand
- Legacy of shopping at Canadian Tire has been passed on from one generation to the other
What are the executional and media considerations?
- English and French versions of the same campaign
- Traditional advertising techniques(TV, Print, PR stunts)
- Utilizing in-store assets (shopping carts, flyers, parking lots, shelf towers, CT money)
- Rest of the budget is allocated to digital and paid channels
Absent Connections with New Canadians
“I’m new to Canada and don’t feel I understand the Canadian culture enough to know why
people love Canadian Tire so much?”

9. References
Canadian Tire 100 Year Anniversary Client Brief (2020, January 9). Project Briefing Lecture
[Word Document]. Retrieved from
https://slate.sheridancollege.ca/d2l/le/content/658573/viewContent/8965715/View
Canadian Tire Corporation, Limited 1997 - 2020 (2020). Code of Conduct. Retrieved from
https://corp.canadiantire.ca/English/investors/investor-resources/code-of-conduct/default.a
spx
Dunne, M. (2019, April 3). How Canadian Tire became Canada’s most admired brand.
Retrieved February 18, 2020, from
https://strategyonline.ca/2019/04/02/how-canadian-tire-became-canadas-most-admired-br
and/
Environics Analytics (2019). PRIZM Snapshots 2019 [PDF]. Retrieved from Environics.
King, A (2016). The Canadian Tire Triangle. Retrieved from
https://ottawarewind.com/2016/11/02/the-secret-behind-the-canadian-tire-trian
gle/