Canadian Tire is tapping into Canada’s multiculturalism to launch a winter campaign.

The “Canada’s Winter Store” campaign is aimed at newcomers and features a 30-second TV spot in Hindi, English and French. The Hindi version airs on OMNI TV, a Rogers Sports & Media broadcaster that offers local and acquired programming in more than 40 languages. The ad, which shows a family recently arriving from India and participating in various winter activities, will be supported with social media and pop-ups outside Canadian Tire stores.

Touché! is managing media buying, while marketing agency Publicis in Toronto and Montreal is handling the creative. 

“We created the campaign in different languages to further connect with newcomers,” Canadian Tire associate VP of strategic marketing Natalya Lukie tells MiC. “While we have featured new Canadians in past campaigns, this is the first time we’ve created a story from their lens.”

The retailer has worked with multicultural consultancy Ethnicity Matters to adapt the three versions of the spot. “While each story is the same, we’ve tweaked each version to better suit the intended audience, including the instrumental track,” says Lukie.

According to her, immigration is growing in the country – hundreds of thousands of people arrive annually with little to no connection to any Canadian retailers,  and winter is a good time to reach them. “Through first-hand experiences with our customers and research, we learned that while winter can be a daunting season for some, newcomers have a deep appreciation for how unique the season is,” Lukie says. “We understand the challenges and the opportunities that every season brings.”

Canada welcomed 107,972 immigrants in the third quarter of last year, according to government data.