Canadian Tire has teamed up with Petro-Canada and the two companies are launching a campaign to tell Canadians about the benefits of the partnership.

Launched on Monday, the “Fuel New Adventures” campaign targets drivers who are members of the two companies’ loyalty programs. With the partnership, they will be able to link their Triangle Rewards and Petro-Points accounts, and earn both currencies with a single card, as well as gain 20% more Petro-Points on the same transaction. Petro-Points can be converted into CT Money, which can be redeemed at Canadian Tire, SportChek, Sports Experts and Party City, among other stores. Canadians can also collect Petro-Points at Gas+ locations across the country.

Canadian Tire associate VP of loyalty Cam Thomson tells MiC that this partnership unlocks increased earning potential at Petro-Canada and participating Gas+ locations. “Since these locations are frequented by Canadian drivers and we know drivers are regularly seeking opportunities to earn more at the pumps, they stand to benefit greatly from this new offering.”

Developed in both English and French, the campaign comprises an omni-channel strategy that leverages Canadian Tire and Petro-Canada’s owned and paid channels. Paid tactics include TV, OOH advertising, digital commercials, on-road activations and an influencer program. Owned strategies include websites, email programs, flyers, organic social media and other customer-focused communication channels.

Touché! handled media buying, while Canadian Tire Brand Communications handled public relations and Publicis the creative.

“The messaging takes a customer from high-level awareness of the partnership and program, through to consideration where we delve deeper into the value proposition and ultimately ends with conversion messaging that hits harder on linking Triangle Rewards and Petro-Points accounts and fuelling up to earn even more,” says Thomson. “We deployed a similar media approach to prior campaigns, with the added layer of leveraging the owned channels of two points powerhouses. This program does include OOH as we know this is a successful tactic among drivers.”

Last year, for example, Canadian Tire deployed the same media plan when it launched its Triangle Select rewards program, and had success with it, according to Thomson. “Our results show that when we are live with this type of execution, our baseline of activity increases with the investment. Targeted messaging and direct communications like email are still extremely valuable tools to convert.”

The partnership between Canadian Tire and Petro-Canada extends the agreement inked by the two companies in May 2023, under which 200 stations in Canadian Tire’s Gas+ retail network would become Petro-Canada stations while staying under the retailer’s management.