2021 Winner
2021 Winners
Real Canadian Superstore
Real Canadian Super Platform
The most unique differentiator between Real Canadian Superstore and its competition is selection. There are other big stores, but none that offer the depth and variety of foods and items that Real Canadian Superstore can. This is particularly important because in Canada, we have people of over 250 ethnic origins or ancestries. So, we’re a country with a lot of different people who love a lot of different kinds of food.
Coming from this insight, the strategy is to show the selection at Real Canadian Superstore by celebrating just how diverse Canada’s people, cultures, foods and lives really are.
Real Canadian Superstore has everything for every taste. So in the campaign, One Twenty Three West wanted to make sure Real Canadian Superstore’s diverse customer base knew they could get what they needed in store, and also make sure they felt represented in their ads.
The campaign tells the story of who we are as Canadians through the foods we love. On TV, they launch with a spot that speaks to the pride we have in foods like maple syrup and back bacon - but also the special foods we eat here in Canada like perogies, dim sum and the Filipino layered dessert, halo halo.
At the end of the launch spot, the voiceover says with pride, “These are the foods we all love. And you can find them all here.” The spot seeks to finally define Canadian cuisine: it’s diverse and incredible and deserves to be celebrated.
The launch TV was broadcast in English, Hindi, Cantonese, Mandarin and Tagalog and ran on multicultural media as well as traditional media.
The campaign also includes a 30 second spot that highlights the diverse needs of every household. The camera follows a dad around the store as he selects products for his vegan daughter and his wife who's a “super carnivore” and more. 12 more online videos pinpoint even more individualized shopping needs and habits, featuring a mom holding up a halal chicken, relieved that dinner has made itself, or a new father who’s buying armfuls of coffee tins to stay awake.
The diversity and selection story continued in Out-of-Home media, with transit platform takeovers, billboards and hoardings in Toronto, Edmonton and Vancouver. Ten real customers of Real Canadian Superstore were featured, representing people of different backgrounds, abilities, genders, ages and tastes. Beside each portrait was a stylish table top shot of the items they really buy when they shop.
An important part of the new Superplatform was an evolved design system that brings a boldness in look to support their message of variety and inclusion. They updated their colour palette to be as colourful as every Canadian and developed a modular design system to accommodate any medium from in-store to video and especially social media.
Throughout the production of the campaign a diverse group of Canadians were involved, including photographers Wade Hudson, Vicky Lam, and music from Indigenous band Halluci Nation (formerly Tribe Called Red), Toronto hip hop artist Charmaine, producer Tyson Kuteyi and many more. All work was created in consultation with leaders from various cultures to ensure they’re creating positive messaging for all.
A Quantitative research of 500+ Canadians conducted in June 2021 showed the following results for the 30 second SuperFood Anthem video: 85% agree the ad communicates: "RCSS' product diversity reflects Canada's cultural diversity,” 63% non-frequent RCSS shoppers say the ad made them more likely to shop at RCSS, 66% felt more positive about RCSS having seen the ad, 91% agree the ad communicates: "Real Canadian Superstore offers a great variety of products,” 82% agree the ad communicates: “Real Canadian Superstore caters to each shopper’s different needs,” 74% agree the ad communicates: “Real Canadian Superstore reflects the values Canadians care about,” 85% agree the ad communicates: “Real Canadian Superstore is the store for all Canadians,” 65% felt a lot or somewhat more positive about RCSS having seen the ad and 74% said they enjoyed seeing the ad.
Their campaign has currently exceeded benchmark performance on all digital mediums the campaign ran on: Twitter, Pinterest and YouTube. Most notably, on YouTube, their 30 second skippable ads are being viewed 50% higher than benchmarks, demonstrating a genuine interest from their audience to view the content.
Coming from this insight, the strategy is to show the selection at Real Canadian Superstore by celebrating just how diverse Canada’s people, cultures, foods and lives really are.
Real Canadian Superstore has everything for every taste. So in the campaign, One Twenty Three West wanted to make sure Real Canadian Superstore’s diverse customer base knew they could get what they needed in store, and also make sure they felt represented in their ads.
The campaign tells the story of who we are as Canadians through the foods we love. On TV, they launch with a spot that speaks to the pride we have in foods like maple syrup and back bacon - but also the special foods we eat here in Canada like perogies, dim sum and the Filipino layered dessert, halo halo.
At the end of the launch spot, the voiceover says with pride, “These are the foods we all love. And you can find them all here.” The spot seeks to finally define Canadian cuisine: it’s diverse and incredible and deserves to be celebrated.
The launch TV was broadcast in English, Hindi, Cantonese, Mandarin and Tagalog and ran on multicultural media as well as traditional media.
The campaign also includes a 30 second spot that highlights the diverse needs of every household. The camera follows a dad around the store as he selects products for his vegan daughter and his wife who's a “super carnivore” and more. 12 more online videos pinpoint even more individualized shopping needs and habits, featuring a mom holding up a halal chicken, relieved that dinner has made itself, or a new father who’s buying armfuls of coffee tins to stay awake.
The diversity and selection story continued in Out-of-Home media, with transit platform takeovers, billboards and hoardings in Toronto, Edmonton and Vancouver. Ten real customers of Real Canadian Superstore were featured, representing people of different backgrounds, abilities, genders, ages and tastes. Beside each portrait was a stylish table top shot of the items they really buy when they shop.
An important part of the new Superplatform was an evolved design system that brings a boldness in look to support their message of variety and inclusion. They updated their colour palette to be as colourful as every Canadian and developed a modular design system to accommodate any medium from in-store to video and especially social media.
Throughout the production of the campaign a diverse group of Canadians were involved, including photographers Wade Hudson, Vicky Lam, and music from Indigenous band Halluci Nation (formerly Tribe Called Red), Toronto hip hop artist Charmaine, producer Tyson Kuteyi and many more. All work was created in consultation with leaders from various cultures to ensure they’re creating positive messaging for all.
A Quantitative research of 500+ Canadians conducted in June 2021 showed the following results for the 30 second SuperFood Anthem video: 85% agree the ad communicates: "RCSS' product diversity reflects Canada's cultural diversity,” 63% non-frequent RCSS shoppers say the ad made them more likely to shop at RCSS, 66% felt more positive about RCSS having seen the ad, 91% agree the ad communicates: "Real Canadian Superstore offers a great variety of products,” 82% agree the ad communicates: “Real Canadian Superstore caters to each shopper’s different needs,” 74% agree the ad communicates: “Real Canadian Superstore reflects the values Canadians care about,” 85% agree the ad communicates: “Real Canadian Superstore is the store for all Canadians,” 65% felt a lot or somewhat more positive about RCSS having seen the ad and 74% said they enjoyed seeing the ad.
Their campaign has currently exceeded benchmark performance on all digital mediums the campaign ran on: Twitter, Pinterest and YouTube. Most notably, on YouTube, their 30 second skippable ads are being viewed 50% higher than benchmarks, demonstrating a genuine interest from their audience to view the content.