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Our Work

We Do New

23 December 2020
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We Do New

Canadian Tire, Touché!

Canadian Tire is one of Canada’s leading mass retailers. They sell everything from pots & pans to tools & hardware. Canadian Tire knows that selling the most innovative products is paramount to sales growth and attracting new customers. In the fast pace world of retail, being the first to offer new products is key to winning the consumer’s purchase.

We turned to a well-known media property, Dragon’s Den (the Canadian version of Shark Tank) to propel Canadian Tire’s innovation programme. This the place that entrepreneurs go to pitch their new products and find the resources to grow their businesses. This clever association gave the client access to the latest products before they even hit the market, putting the client at an advantage vs their competitors. We developed a unique partnership with the broadcaster that went well beyond the typical media sponsorship or content integration.

Canadian Tire’s President, Greg Hicks, is a charming, well-known man in the Canadian Business community. We created a viewing room on-set where Greg could watch while entrepreneurs pitched their businesses to the Sharks. When the product and idea was right, Greg would offer distribution in all Canadian Tire stores and eCommerce channels. At the end of the day, there were two lucky entrepreneurs that were awarded a distribution deal with Canadian Tire. We created a fully-integrated approach, reinforcing the connection between Dragon’s Den and Canadian Tire.

Further to the sponsorship and content integration of the media property, we deployed an omnichannel campaign, including paid media support for produced content across TV, digital and social platforms, as well as Dragon’s Den section on We created a Dragon’s Den page on with products from the show listed and sold on the site. The products were also featured in-store using end caps & point-of-purchase displays with the shows’ branding, products were featured in the Canadian Tire flyer; delivered to an average of 15MM+ households, and search terms were added to capture demand for these new products. PR support complemented the execution through the show’s social media channels and through Canadian Tire’s social platforms on Instagram, Facebook, but also LinkedIn, reinforcing the positioning within the business community. All this was in-market the morning after airing of the show, including the featured products in-store!

The results? Twelve percent of Canadians think that Canada Tire is an innovative company, 17% of Canadians think that Canada Tire carries the latest products and both products received a 5-star review from consumers.

‘We Do New’ also went on to win Gold in Best Use of Traditional and Ambient Media at Festival of Media North America 2020 and a Grand Prix at the 2020 M&M Global Awards.