top of page

REAL CANADIAN SUPERSTORE

TRULY SUPER

we hijacked an annoying vocal tic and turned it into a ✨totally super✨ grocery store campaign.

These days, the word 'super' is recklessly bandied about to describe everything from slightly stickier glue to slightly larger sizes.
​
Part grocery store, part Wal-Mart, Real Canadian Superstore is a chain in the bucolic Canadian prairie lands where everything is always the lowest price, guaranteed. 
​
So we took a stand. Parodying "Morning in America," we made "Morning in Canada," encouraging society to return to the good old days when 'super' was reserved for things that were #trulysuper. Like Real Canadian Superstore.
 

FILM

RADIO

DIGITAL

But how did we get here? How did 'super' become the irritating vocal tic it is today? 

We provided a brief timeline for the website.

SOCIAL

RETAIL

To galvanize enthusiasm for the campaign among employees, we turned the employee handbook into a textbook on the history of the word 'super.'
​
(Click to open the PDF.) 
Screen Shot 2022-10-24 at 3.17.06 PM.png

EASTER EGG

As an Easter egg, we wrote an actual chapter of the romance novel from the :30 and made it available on the brand's website.

(Click to open the PDF.)
tender are the tongs.png

MANIFESTO

We wrote a manifesto for the website.
​
My favorite part is that we gave the brand name a signature.
Screen-Shot-2022-08-24-at-11.37.52-AM-1.png

CREDITS

Agency: john st.
CD: Cher Champbell
AD: Lia MacLeod
bottom of page