Designer of fine jewellery Birks has re-launched a 50-year-old newspaper ad that pays tribute to the company’s Canadian roots. The campaign, which capitalizes on the rising “Buy Canadian” movement, has been a success, reaching more than 1.1 million readers since its publication on March 5, the company says.
Katie Reusch, senior director of marketing and communications at Birks Group, tells MiC that the ad highlights Birks’ commitment to the Canadian community and its dedication to celebrating Canadians’ special moments for more than 145 years. Although the message is almost the same as the original, Birks added the new tagline “Together with you, proudly Canadian, now and always.”
“Through this campaign, we wanted to ensure that our message – that Canada is a strong and resilient nation – reaches a broader audience and resonates globally,” Reusch says.
Reusch notes that Birks has a long history of sharing meaningful messages through print media, and given the message’s origins as a print ad, reprinting it in newspapers felt like a natural fit. The team also believed that a message of hope and inspiration required a tangible format, allowing readers to physically hold in their hands and reflect on it. While digital media is moving fast, Reusch says that print offers a lasting presence.
“Our goal was to reach Canadians directly, using national newspapers to create a personal and localized connection,” Reusch says. “By placing our message in regional publications, we ensured it resonated with specific communities through the trusted sources they rely on for news, stories and perspectives that matter to them.”
The ad was featured in the Edmonton Journal, National Post, Ottawa Citizen, Calgary Herald, Vancouver Sun and Montreal Gazette newspapers. To further amplify the message, Birks is also running a social media video highlighting hockey, Expo 67, Olympic athletes and the Canadian landscape, which has served as the inspiration for its jewellery designs.
Reusch says that this is Birks’ first effort into leveraging social media video to supplement print advertising. However, the brand is no stranger to social media ads, having launched an Instagram campaign last year to commemorate its 145th anniversary.
She adds that its investment in print versus digital media has remained consistent in recent years. And while digital is a powerful platform for reach and amplification, print remains an essential touch point to stay top-of-mind for customers who follow the brand for a long time.
Birks is also planning to relaunch a maple leaf collection, with a brooch expected to be launched in the spring as part of the new campaign.
