Maytag conducts Canada's Home contest
Appliance brand Maytag Canada has begun a contest promotion timed to coincide with the 150th anniversary of the country. The national campaign, called "Canada's Home," will award a winning family a stay in a residence in Ottawa for Canada Day. The house will be outfitted with various Maytag products, including stainless steel kitchen appliances and a washer and dryer.
The contest is being supported with an social media campaign featuring comedian Cathy Jones. Jones appears in a series of online videos that encourage consumers to submit descriptions of what they do to keep their own houses in order. The contest will run until June 7. The promotion was developed by Zulu Alpha Kilo of Toronto. Maytag is a subsidiary of Whirlpool.
"The appliance category is a pretty crowded and cluttered space, so we knew we needed to take an unconventional approach that would put a real stake in the ground around the Maytag brand values and prove [to our target] that Maytag appliances are as dependable as Canadians are," said Zak Mroueh, chief creative officer at Zulu Alpha Kilo.