Real Canadian Superstore (RCSS) is using a Canada goose and soccer fever to introduce a new platform aimed at reflecting how modern consumers shop, cook and celebrate.
Created by One23West and the in-house Loblaw Agency, the first campaign in the “A Whole World & More” platform centres on a 30-second hero film airing across broadcast video, digital and social channels. The spot follows an RCSS shopper who gets chased around an urban landscape by an angry goose through soccer watch parties and a stadium before returning home with groceries secured.
Images courtesy of Loblaw
“A trip to Superstore isn’t just a grocery run. For a lot of families, it’s where you go to find a specific ingredient that tastes like home, or to discover something new,” Tangney says. “That’s why we built ‘A Whole World & More’ around three things: our products across the entire store, the opportunities they inspire and enable and the stories they tell about all of our customers.”
Additional content for the “Wild Goose Chase” campaign is scheduled to enter the market this month, including a mobile game, OOH and multiple in-store scavenger hunts, promotions and giveaways. Loblaw Media is handling media buying and planning.
One23West’s group creative director Jake Bundock says the goal is to engage audiences during summer season gatherings while reinforcing that RCSS is a destination to explore new products and experiences across multiple content touchpoints.
“If you’re going to show up in the middle of something that so many people love, you have to do it with work that isn’t just entertaining but relatable and welcoming,” Bundock says. “Creating different ways for people to participate in the campaign felt really natural, given the number of opportunities there are to connect with people this summer.”
