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Giant Tiger is a Canadian owned and operated discount retailer in business for over 55 years. They appeal to the value customer offering groceries, clothing, and homewares. Giant Tiger opened its first store in 1961 in Ottawa, and today the privately held company has more than 250 stores in 8 provinces across Canada and employs more than 9,000 people.
Giant Tiger is a discount retailer offering fashion, food and housewares to budget constrained shoppers in small towns and suburban markets across Canada. While the brand was known for low prices, a convenient smaller store footprint and friendly staff, it suffered from numerous negative equities. This stemmed from their store locations having inconsistent merchandise which was displayed in a poor fashion causing consumers to see it as a low-end discount store. Additionally, more and more competitors were becoming price focused, eroding GT’s core differentiator while amplifying the brand’s negative perceptions.
Moms put everyone else in the family first, she needs help so she can treat herself too.
Leveraging the way moms think and talk to themselves, we developed a branding campaign platform that captured a mom’s trusted confidante, her “inner voice”. The campaign featured authentic moments where moms were reflecting on what is important to them in their lives and how it empowers who they are. The approach had to meet two critical objectives:
As a private company, Giant Tiger does not publish exact sales data. However, we know that merchandise sales have responded during every advertised period generating a double-digit percentage lift. Additionally, tracking studies have shown improved performance against core brand equity dimensions of quality, awareness and intent to purchase.
At the same time, the Giant Tiger brand footprint continues to expand across Canada, growing by 10-15 stores per year reaching 250 stores by the end of 2018.
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