Real Canadian Superstore

Welcome to Superstore

Today, Real Canadian Superstore is launching a new campaign and brand design that focuses on who we are as Canadians. Everything from the foods from each other's cultures that we love, to our unique and diverse identities, and even what’s in our shopping carts.

The goal of the campaign, in development by Vancouver’s One Twenty Three West since October 2020, is to create a true reflection of who we are both individually and collectively and reinforce Real Canadian Superstore as a place where foods from all cultures can be found, and all people are welcome.

The campaign includes real Canadians who shop at Real Canadian Superstore as well as real team members who work there.

Mia Thomsett, Creative Director at One Twenty Three West said “Canadian food has a reputation for being undefinable. But in a way, that’s what makes it unique: Canadian food is incredible because it’s so diverse.” and added “Superstore has such a huge diversity of product, there’s something for everyone. As a brand, they truly do represent everybody and this campaign puts a spotlight on that.”

The campaign launches today with a 60 second video on broadcast TV that celebrates how varied our national palette is and the cultures so many of the foods we love belong to. As a nation we’re maple syrup and bacon, but we’re also halo-halo and hot pot.

The campaign also includes two 30 second broadcast spots that highlight the diverse needs that can be found in every household, as well as how each individual’s needs are always changing.

All broadcast video has been versioned in English, Hindi, Cantonese, Mandarin and Tagalog and will run on multicultural media as well as traditional media.

In Vancouver, Calgary, Edmonton, Winnipeg and Ontario, the campaign continues with a major OOH takeover that showcases 10 real Canadians and what’s in their carts. It features a cross-section of Canadians of different ages, backgrounds, genders and abilities.