Who: Purolator, and Rodmell & Company for creative, with The Jack Russell Agency and Feels Like Home Films for production, Clarke & David Consultancy, Fuse Create for media.
What: “Light Up the Holidays,” a holiday ad that echoes the brand positioning of “Promises delivered.” It’s the first video work for Purolator by Rodmell, a retail agency that has been working with the company for the past four years, starting with its in-store elements, and more recently through brand/design work for its Mobile Quick Stop trucks and kiosks, etc.
“Everything we’re doing that’s innovative, Rodmell’s behind it,” said Laurie Weston, senior director, retail for Purolator in Mississauga. “I pushed them to give me something different and bigger this year.”
When & Where: The digital campaign launched this week, running through the end of the year across a wide array of channels including Bell Media, CBC, Corus, TVA, and Amazon, as well as social media channels such as YouTube, Instagram and Facebook.
Why: Purolator tasked Rodmell with creating what Weston describes as a “light, emotive and somewhat humorous” video that highlights its service and employees during its busiest season. The company expects to handle as many as 54 million packages between Nov. 1 and Dec. 24, a 10% increase over 2020. “It’s just off the charts for us,” said Weston.
“A package is a package, but what makes it important it how it makes the person who receives it feel,” added Rodmell & Company president Patrick Rodmell.
There is also a more specific goal to increase the number of parcel drop-offs at Purolator’s 108 stores and 18 Mobile Quick Stop trucks—a retail store on wheels concept that Purolator introduced several years ago and that sees trucks parked at Best Buy locations and GO Transit stations. “I want to see more people coming into our locations to ship and trusting us with their holiday packages,” said Weston.
How: The creative idea behind the ad is to show that Purolator understands there are real people behind the packages they deliver. Shot on location at Purolator’s sorting facility in North York, Ont. the 30-second ad follows an enthusiastic mom who accompanies a gift destined for her daughter through the entire delivery process—from the sorting facility, to the transport truck, to the delivery truck, even providing directions for the driver en route to the final destination. The spot ends with the tagline “It’s like you delivered it yourself.”
The campaign also coincides with the return of Purolator’s limited-edition holiday boxes (above), designed by emerging artists from each province and territory. Each box features a holiday-themed representation of the artist’s home province or territory. “It’s taking all of the provinces and highlighting the different cultures, landscapes and traditions,” said Weston.
And we quote: “The bottom line is that we really want Canadians to know that we care about their package, we’re the ones that can deliver it to their loved ones in time for the holidays,” said Weston. “We deliver millions of boxes a year, but it’s more than a package. It means something to us.”