Giant Tiger – Refresh for Less
Giant Tiger is a Canadian owned and operated discount retailer in business for over 55 years. They appeal to the value customer offering groceries, clothing, and homewares. Giant Tiger opened its first store in 1961 in Ottawa, and today the privately held company has more than 250 stores in 8 provinces across Canada and employs more than 9,000 people.
Industry
— Retail
Branding to
— Articulate value
— Gain share of wallet
— Become known
Services
— Advertising & promotion
— Digital marketing & content
The Situation
Following their success in elevating the brand through women’s fashion, Giant Tiger wanted to launch a new range and presentation of homewares. At the same time, they wanted to convince shoppers that not only did they have high quality national brands but they were available at Giant Tiger value pricing.
The Human Catalyst
Improve the look of your home without breaking the bank.
The Solution
Yield Branding developed four 15 second advertising spots, each focusing on the most important aspects of the Giant Tiger homewares offering: bedroom, kitchen, living room and bathroom. Each spot used a tongue in cheek tonality, showing how Giant Tiger homewares could magically transform every part of the home at a price, Giant Tiger shoppers could afford.
The Yield
As a private company, Giant Tiger does not publish exact sales data. However, we know that the homewares offering at Giant Tiger continues to expand both in terms of range and quality.
At the same time, the Giant Tiger brand footprint continues to expand across Canada, growing by 10-15 stores per year reaching 250 stores by the middle of 2019.