Who: Giant Tiger and Huge.

What: A new national campaign, “See Yourself Saving,” aimed at introducing the brand to new customers. It is Huge’s first work for Giant Tiger since winning the account earlier this year.

When & where: The bilingual campaign broke Oct. 2 and is running across TV and social.

Why: The campaign is aimed at growing Giant Tiger’s customer base and underscoring its commitment to saving Canadians money on everyday items. Despite having more than 250 stores across the country, the 58-year-old chain claims to be one of the country’s best-kept retail secrets.

The chain is in the middle of an expansion strategy that will see it open 10-15 new stores each year. That includes an increased emphasis on fresh grocery, which will be in 50-60 stores this year.

How: The creative introduces viewers to a series of shopper archetypes. The Investigator uses her “highly trained fingertips” to determine the best fashions; The Calculators are able to determine how every item fits into their household budget, while the Mom on a Mission is a multi-tasking expert.

And we quote: “We have so much potential to showcase our brand in a fun and effective way that stays true to who we are as a Canadian company that takes care of the communities we serve and has lots of exciting reasons for new customers to take notice and shop [Giant Tiger].” — Cindy-Lynn Steele, senior vice-president of corporate strategy and marketing, Giant Tiger.