Giant Tiger – Colour Your Summer
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.
Industry
— Fashion
— Retail
Branding to
— Gain share of wallet
— Articulate value
— Increase sales effectiveness
— Become known
Services
— Advertising & promotion
The Situation
Giant Tiger had been successful in establishing Lily Morgan and MyStyle as private label women’s fashion brands that were driving traffic and building share of wallet. However, the store was still struggling to increase overall basket size due to lagging sales of housewares such as curtains, bedspreads, and seasonal furniture. The challenge was how to use the appeal of women’s fashion to elevate and promote the houseware lines with only four :15 TV advertising spots and a limited TV budget.
Human Behaviour Catalyst
Every Spring, women are looking to refresh their fashion style and their home after a long, drab winter.
The Solution
Yield Branding landed on ‘colour’ as the foundation for an advertising solution that could unify Giant Tiger’s fashion and houseware offerings and elevate the perceived value and quality of each line. Under the tagline, “Colour Your Summer”, we transformed each of the four home locations: living room, bed room, patio and back yard, from a de-saturated, bland environment into a bold colour of summer as our target customer magically transformed her home into an intense blue, yellow, red and green colour palette.
The Yield
As a private company, Giant Tiger does not publish exact sales data. 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 middle of 2019.