Canadian Tire, long known for its automotive products, gadgets and tools, wants to make its mark as Canada’s baking store.
The iconic retailer recently launched the Cake Boss Baking Collection, a bakeware line designed by Buddy Valastro, star of the hit TLC series Cake Boss, Great Baker and the upcoming Bakery Boss.
Valastro was at Canadian Tire’s Leslie and Lakeshore location in Toronto on Sept. 30, where he greeted fans and media and signed autographs. He will also appear in Canadian Tire’s TV spots this Christmas, as part of its “Unexpected Gifts” campaign.
“Holiday season is one of those moments where we really want to put a fine point on all the different needs Canadian have around getting ready for the holidays,” said Susan O’Brien, vice-president of strategic marketing at Canadian Tire, told Marketing. “Baking is obviously a core activity to that seasonal preparation, so it just make sense that Canadian Tire comes out with a compelling range of baking products for Canadians.”
The Cake Boss collection includes a range of products from bakeware and decorating tools to serving dishes and cake carriers. “Cake Boss is a very popular figure these days in pop culture and has a lot of credibility when it comes to baking, so it felt like it was a natural fit for us,” said O’Brien.
Canadian Tire also plans to grow its bakeware selection in the future. Asked if the new product line is part of a broader strategy to get more women to shop at Canadian Tire, O’Brien said the company is about Canadians in general. “We always say we’re just helping Canadians out with the jobs and joys of life, and so if you happen to be a woman and your need is to be baking, that we should be there for you.”
