Staples Canada readies back-to-school campaign
Toronto-based office supply retail chain Staples Canada is preparing to release a back-to-school commercial featuring a spokescharacter called the "Staples Guy." This will be the first time the character has appeared in a Canadian campaign. According to the company, he represents the experienced staff of the chain and the high level service they provide. The character debuted in US advertising earlier this year. The initiative, aimed primarily at mothers, will begin in late July and will consist of one 30-second brand commercial and a series of 15-second ads focusing on specific products. These will run nationally on conventional and specialty television channels, as well as online. The campaign will also include radio and digital advertising, social media activities and an influencer program. The first execution depicts the Staples Guy helping a mother find all the items on her back-to-school shopping list. French-language creative will feature a character called "Guy de Bureau en Gros."
"Like our associates, Staples Guy helps our customers and satisfies their needs," said Craig Taylor, senior vice-president of electronic commerce and marketing at Staples Canada. "Staples makes it easy to shop for students in elementary school through college, whether it's on Staples.ca or in-store with our amazing associates."