Rona starts ‘Doing it Right’

The home-improvement retailer has begun an intensive new campaign emphasizing sustainability.

Rona is dropping the signature line ‘the Canadian How-to People’ in favour of ‘Doing it Right.’ The switch is part of a multifaceted campaign emphasizing Rona’s environmental initiatives and social responsibility. The new marketing strategy includes television commercials, radio spots, print ads and billboards, with an emphasis placed on growing the brand in Ontario. Carat handled the media planning and purchasing.

The first phase of the marketing campaign centres on a series of four television spots. One, to be broadcast in Ontario, Quebec and the Maritimes, will highlight Rona’s paint recycling program. Two other TV spots broadcast Canada-wide will feature how-to projects, while a fourth will introduce Rona’s new Eco line of products. The spots will air during such programs as American Idol, CTV News, ER and Desperate Housewives.

Complementing the TV spots will be a series of print ads in various daily newspapers, starting in Ontario and in national dailies, that will further emphasize the sustainability angle, including a personal message from Rona president and CEO Robert Dutton. The Eco products and paint recycling initiative will also be advertised on billboards throughout the Greater Toronto Area. Additionally, national radio spots will outline the retailer’s various promotional offers on products, Air Miles and financing options.

The second phase of the campaign, to begin in the fall, will feature Rona’s 70th anniversary and its partnership with Vancouver 2010 Olympic and Paralympic Winter Games.