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First Choice Haircutters breaks new campaign

First Choice Haircutters of Mississauga has begun a new advertising campaign that focuses on the positive experience of having your hair styled by the chain. The effort includes two 30-second television commercials, supported by out-of-home, radio, direct and online advertising, as well as in-store materials and social media activities. The creative features the winners of last year's "Be The Face" contest. "The FCH brand has not only grown over the last two years, it has matured," said Athena Kalkanis, brand director at First Choice Haircutters. "This new campaign builds on the momentum of the previous one. Our loyal guests continue to tell us how thrilled they are about the way they look when they leave one of our salons and, more importantly, about how they feel. This campaign, and particularly the TV spots, really drive this home." Tag Idea Revolution of Toronto developed the campaign.

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