London Drugs is working with Rec Media on a grassroots effort to reach its consumers across Western Canada through its community arenas and sports venues.

The campaign will include wall murals, rink board panels and interior wall billboard placements within community and municipal recreational facilities. The creative in British Columbia will highlight how London Drugs has again been voted the most-loved brand in a poll of businesses conducted by Ipsos, while ads in other provinces will focus on how the drug store’s staff are not just experts, but its customers’ neighbours.

Rec Media provides media and sponsorship opportunities with access to over 4,500 athletic recreational facilities across Canada, including community arenas, outdoor sports fields, curling clubs, indoor soccer facilities, ski resorts and golf courses, with a variety of static and digital.

Clint Mahlman, London Drugs’ president and COO, says the opportunity to be in local recreation centres not only gives the brand access to thousands of people in both large and small markets, but creates a unique grassroots connection with those audiences. He also said the company is “pleased” by the fact that it can spend its marketing dollars in a way that supports communities by offsetting the costs of running these facilities.

London Drugs’ internal marketing team handled the creative for the ads. The campaign runs until Oct. 23.