Rona has embarked on another cross-country trek emphasizing its deep Canadian roots.
Following in the footsteps of its Olympic-themed efforts, the Quebec-based hardware retailer has launched a new TV, online and in-store campaign designed to showcase its ongoing commitment to the Canadian economy.
English and French TV and YouTube spots created by Rona’s Montreal-based AOR Sid Lee began running at the start of the month. The spots, which come in both 30 and 60-second versions, follow a Rona forklift driver as he makes his way through small towns and big cities, picking up supplies that range from plants to construction materials.
A voiceover at the end of the spot says that with 84% of Rona’s products originating from Canadian suppliers, “you could say our country is our back store.”
The spots will be echoed in-store with visual cues identifying made-in-Canada products. “The goal is to guide consumers in their choices and make it easier for those who want to support the consumption of Canadian goods,” said the retailer in a release.
The campaign comes amidst speculation that Rona remains a takeover target by American hardware giant Lowe’s.
Rona currently has nearly 30,000 employees and 830 locations under its banner, giving Rona a bigger reach in Canada than Home Depot or Lowe’s, the No. 1 and No. 2 home improvement retailers in the United States. Home Depot has just 180 stores across Canada and Lowe’s has about 31 Canadian locations, out of 1,745 across North America.
One of Rona’s largest shareholders says the board should launch discussions with Lowe’s following the sudden departure of long-time chief executive Robert Dutton earlier this month.
Irwin Michael, portfolio manager of Toronto-based ABC Funds, said Rona needs to undertake major change in the face of years of poor results and a weak retailing environment.
“One major way might be talking to Lowe’s or someone else who might bring on new fresh ideas,” Michael said.
“Clearly, retailing has changed dramatically and you’ve got a tremendous competitor in Home Depot… the best course would be probably to open up discussions with Lowe’s.”
