Giant Tiger's New Campaign is Designed to Empower Women
Ads focus on the importance of her needs and the power of a positive inner voice
OTTAWA, June 10, 2016 /CNW/ - Giant Tiger Stores Limited is excited to be introducing its new multi-media campaign - "Inner Voice." The campaign, which features Giant Tiger's recently introduced women's wear brands (Lily Morgan, mySTYLE, and ACX Active), is designed to empower women by focusing on their own needs as well as the power that a positive inner voice, and fashion, has to instill confidence.
"Every woman deserves to look and feel beautiful from the inside out. Giant Tiger's new women's wear brands were inspired by our core shopper, her day-to-day life, and the clothes she needs to live, not only comfortably in, but confidently in," said Karen Sterling, VP Marketing, Giant Tiger. "Our new multi-media campaign supports these needs and takes it one step further. The 'Inner Voice' ads are centered on real women, real moments, and the often overlooked, yet crucial, need to prioritize themselves, and the important power of a positive inner voice."
The ads, created by Yield Branding, connect with its target audience by portraying them in situations where they are able to take time for themselves, embrace how that makes them feel, and the role that positive thinking, and fashion, has on building self-confidence.
"When we met with Giant Tiger, two things were clear – the priority they placed on customers, and their desire to connect with them in a real way," said Ted Nation, President, Yield Branding. "This important insight drove the 'Inner Voice' campaign creative. The ads portray not only scenarios that women - Giant Tiger's core customer - can identify with, but leverage a positive inner voice in a supportive and empowering way."
Ads began to appear nationally via print and broadcast on June 8. Broadcast ads can be seen on specialty channels such as W Network, Slice, and HGTV. Print ads can be seen in Chatelaine, Canadian Living and Coupe de Pouce magazines. A social media and digital program will further support the national broadcast and print campaign.
"Giant Tiger is known to many as Canada's best kept secret. We believe that this is absolutely the right time, and way, to share that secret, both with our existing customers as well as those who may be new to our stores," adds Sterling.
About Giant Tiger
Giant Tiger is the leading Canadian owned family discount store, committed to providing on-trend family fashions, groceries and everyday household needs. Known as Canada's best kept secret the privately held company has over 200 locations across Canada and employs over 7,000 team members. All Giant Tiger locations are locally owned or operated by a team member who knows the community. The friendly stores with the iconic yellow logo are not only where Canadians shop more and spend less, but also are proud to be known as a retailer of choice. #foryouforless
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About Yield
Yield is a strategic and creative brand advisory, specializing in helping challenger brands succeed in a highly competitive landscape. yieldbranding.com
SOURCE Giant Tiger Stores Limited
Video with caption: "Video: mySTYLE - Park Bench". Video available at: https://www.youtube.com/watch?v=w0IyWt5svYs&list=PLjBMlTLOyGGy9QpZ2vi8guf9mg3M8KsEg&index=2
Video with caption: "Video: ACX Active - Morning Walk". Video available at: https://www.youtube.com/watch?v=DAMalNnKTjU&list=PLjBMlTLOyGGy9QpZ2vi8guf9mg3M8KsEg&index=3
Video with caption: "Video: Lily Morgan - Afternoon Coffee". Video available at: https://www.youtube.com/watch?v=PcQCGyohZVA&list=PLjBMlTLOyGGy9QpZ2vi8guf9mg3M8KsEg&index=1
Image with caption: "mySTYLE (CNW Group/Giant Tiger Stores Limited)". Image available at: http://photos.newswire.ca/images/download/20160609_C6631_PHOTO_EN_710576.jpg
Image with caption: "Lily Morgan (CNW Group/Giant Tiger Stores Limited)". Image available at: http://photos.newswire.ca/images/download/20160609_C6631_PHOTO_EN_710578.jpg
Image with caption: "Giant Tiger's Inner Voice Campaign (CNW Group/Giant Tiger Stores Limited)". Image available at: http://photos.newswire.ca/images/download/20160609_C6631_PHOTO_EN_710583.jpg
For media inquiries contact: Alison Scarlett, Manager, Public Relations and Community Activation, ascarlett@gianttiger.com
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