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The television spots, one 60-second version and two 30-second executions, were developed by Toronto’s Cundari. They represent the agency’s first creative branding work for Rona since winning the account late last year.
Both spots feature images of customers and staff interacting in Rona’s retail environment, with a narrator providing a verbal soundtrack. In one spot, the voiceover focuses on Rona’s products and services, while in the other, the script addresses the company’s contributions to the Canadian economy, environmental initiatives and sponsorship of Olympic athletes. Both ads conclude with the tagline “The Canadian How-To People.”
Mark Hindman, vice president, strategies, brand management and Olympic sponsorship for Rona, said his company was seeking to make a definitive statement about its identity, particularly in English Canada, where the brand is less established than in its home province of Quebec.
“We called it a declaration—this is who we are and what we do,” said Hindman. “We wanted it to be clearly entrenched in peoples’ minds when they make their choice in a home improvement retailer that we’re a Canadian company, that whatever we do stays in Canada and helps the Canadian economy.”
Fred Roberts, vice president and creative director at Cundari, said showcasing Rona’s support for Canadian manufacturers and athletes will resonate with consumers.
“Whether you’re building a deck or doing some landscaping, it’s good to know that you’re supporting a company that’s investing back into the country as best they can,” said Roberts.
The spots launched in March in both official languages.
