Canadian Tire begins Vermont Castings campaign
Canadian Tire has begun a new campaign promoting Vermont Castings, a barbecue brand that will be sold exclusively through the retailer. The campaign, called “For the Outsiders,” was developed by Leo Burnett. It includes online pre-roll video ads and social media content, as well as television commercials. The creative depicts the products as suitable for Canadian consumers who barbecue all year. These will be accompanied by influencer activities involving chefs Danny Smiles and Ivana Raca, hockey player Darcy Tucker and snowboarder Spencer O’Brien. Additional campaign elements will include national retail promotions with butcher shops, a launch event in Toronto and a out-of-home installation at Union Station in Toronto. Media work for the campaign is being handled by Touche, with public relations from Weber Shandwick Canada.