Following a competitive creative pitch, Giant Tiger Stores Limited chose Yield to elevate their brand through the launch of three new fashion lines! Giant Tiger is a long-standing privately held Canadian retailer offering grocery, clothing and housewares all at an everyday low price. At 217 stores across Canada and growing, Giant Tiger serves smaller towns and suburban locations with a strong and loyal clientele.
“Every woman deserves to look and feel beautiful, no matter her budget,”, says Karen Sterling, Vice President of Marketing at Giant Tiger. “So we’re launching three affordable women’s fashion lines – Lily Morgan, mySTYLE and ACX Active, exclusively at Giant Tiger. These stunning collections will have women looking stylish from work, to going out, to running errands, or wherever life takes them. We’ve created on-trend brands that are for her, for less, and make her feel fabulous.”
“The key insight that drove our creative thinking was that Giant Tiger’s female target audience typically puts everyone in their lives ahead of themselves”, says Ted Nation, President of Yield. “However, when they do treat themselves, like indulging in a nice outfit”.
Our creative campaign “Inner Voice” empowers women by portraying them in situations where they are able to take time for themselves, embrace how that makes them feel, and the role Giant Tiger’s fashion has in building their confidence. Brad Usherwood Head of Strategy & Creative said, “We chose this direction because women trust this quiet voice inside their head & heart to guide their choices and decisions: it’s authentic, caring, practical and insightful”.
In each spot the women’s inner voice expresses different dimensions: self-esteem & body image, friendship & peer support, and partner relationships; all of which are emotional cornerstones of a woman’s life. Katherine Vavilova, campaign project manager comments that, “We wanted the communications to align with the interests and viewing habits of our female audience”. The creative features three, 30-second TV spots airing on specialty channels in English & French along with programming sponsorships on W Network & Séries+. To extend the exposure of the campaign there will be 4 print executions appearing in Chatelaine, Canadian Living & Coup de Pouce; as well as rich media content showcasing the making of the commercials.
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Yield is a strategic and creative brand advisory, specializing in helping challenger brands succeed in a highly competitive landscape.
