Rona reveals nuts and bolts of ‘Made in Canada’ Games

The Canadian home reno retailer has helped build both buildings and confidence for Canadians leading up to the Olympics - now it's claiming bragging rights in a new TV and online campaign.

It took 14 television spots to encompass Boucherville, QC-based Rona’s new campaign – a big message for a big partner that has literally helped build the 2010 Vancouver Olympic village.

Developed by Bos with media planning by Carat – both in Montreal – the goal of the television and online campaign is to highlight the unique aspects of Rona’s role as a sponsor and national partner, says Pierre L’Heureux, Rona’s VP marketing, image and sponsorship, in a release. The ads are also housed online at, where visitors can enter to win a trip to Whistler, BC.

Through its Fab Shop program the home reno retailer helped build more than a dozen Olympic venues, and helped more than 60 youths learn a trade. It also provided support for 100 Canadian athletes as a national sponsor of the 2010 Vancouver Games, and sent 100 of its employees as delegates to Vancouver.

The dramatic TV spots are divided up to focus on the different messages in the ‘Made in Canada’ campaign airing on the Consortium’s media properties.

‘The TV spots and the micro-website pay tribute to the people at Rona, and those that worked with Rona to put the Games together. We hope our customers all across the country will share our pride,’ L’Heureux says.