Case Study: Canadian Tire boosts awareness and sells out custom toasters with Community Agency

Canadian Tire sells out custom toasters in 1 day with Community Agency

The vendor Community Agency was engaged by Canadian Tire to address the challenge of making the brand and its Jumpstart charity more relevant to transitional millennials. The goal was to shift retail perceptions by making Canadian Tire appear more socially aware and tech-savvy with an enhanced digital presence.

Community Agency developed a unique solution by creating three custom, satirical toasters branded with the images of hockey stars Wayne Gretzky, Jonathan Toews, and Connor McDavid. The campaign was launched with viral videos and supported by digital advertising. The toasters were sold via a microsite that created a sense of urgency by showing real-time sales. Community Agency successfully drove the campaign to go internationally viral, resulting in the toasters selling out on the very first day.

Canadian Tire