Mr. Lube Sweeps the Radio Category at the Frankie's

    VANCOUVER, May 13 /CNW/ - Mr. Lube Canada was recognized for the second
straight year at the Canadian Franchise Association (CFA) Frankie Awards for
their advertising campaign, "Ready for a Change?". The awards ceremony
recognizes creative contributions and excellence in Canadian franchise
advertising. The Frankie's were presented at the CFA National Convention, in
Toronto, Ontario on May 4, 2008.
    "Mr. Lube continues to position itself as the convenient alternative to
the dealers for routine automotive servicing. The campaign educates consumers
through humour with our 'No appointment necessary' approach to car
maintenance. In a low interest consumer category you need to make people laugh
and think positively about your brand," says Brent Cuthbertson, VP Marketing,
Mr. Lube Canada. "The brand awareness that our campaign has generated
continues to drive new customer growth and makes us an organization that
people want to invest in."
    With five nominations and five awards, Mr. Lube was once again recognized
for its advertising strategy at the Frankie Awards Ceremony, presented by the
CFA. Mr. Lube Canada swept the Radio Advertising Category, taking Gold, Silver
and Bronze for our ad campaigns entitled "Customer Appreciation", "Magic
Wrench" and "Downhill" respectively. Mr. Lube was awarded Silver in the Media
Campaign Category for its Loyalty Campaign and Bronze in the Humber College
Award Category for the campaign entitled "Bracelet".
    "Being recognized nationally by the Canadian Franchise Association (CFA)
has been tremendously important for our organization," says Paul Healey,
President and CEO of Mr. Lube Canada. "To be recognized in back to back years
for excellence in franchise advertising helps to position ourselves not only
as a leader in our category, but also as one of the fastest growing franchise
brands in the country. These awards will continue to provide the organization
exposure as we continue to expand our distribution network and increase the
number of our franchisees across the country."

    About Mr. Lube Canada

    Mr. Lube is Canada's leader in the automotive routine maintenance
category with 99 locations across Canada. Founded in 1976, Mr. Lube Canada has
served over 33 million customers in its 33 years history. Headquartered in
Delta, BC, the company also has a regional office in Mississauga, Ontario to
support its national franchise network. For further information, visit

For further information:

For further information: Georgia Dahle, Director, Corporate
Communications, Mr. Lube Canada, Phone: (604) 418-4755, Email:

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