Not all of Tanguay’s new neighbours are happy to see them

Who: Quebec home furnishings and appliance retailer Tanguay, with LG2 for strategy and creative; Gorditos for production; Shed for post-production; Circonflex for sound and audio; Hearts & Science for media.

What: “See You at Home,” a new integrated campaign promoting the opening of 11 new stores throughout Quebec.

When & Where: The English and French campaign is in market now until the end of August, running as three 30-second spots and complemented by a pair of radio spots, out-of-home advertising, and what the company describes as a “major” digital presence.

Why: Tanguay parent BMTC Group announced in May that it is opening 11 new stores in Quebec, including locations in Montreal, Gatineau and Sherbrooke.

It is also consolidating its various banners—including Brault & Martineau, EconoMax and Liquida Meubles—under the Tanguay and Tanguay L’Entrepôt banners, saying that the division offers the “best potential for expansion.”

The more than 60-year-old company called the expansion an “important milestone” in its history, and said that its goal is to increase market share in its home province.

How: Tanguay is telling the story of its move to open the new locations across a series of three 30-second video spots, “Get Moving,” “Neighbours,” and “Window Shopping.” “Get Moving,” for example, takes place in one of its warehouses, where it’s not only packing its home furnishings, but also its store employees and customer service representatives, and placing them on a truck.

“Neighbours” shows employees at Tanguay’s competitors reacting to its arrival in their neighbourhood (“is their furniture pre-assembled?” asks one woman wearing the unmistakable yellow and blue of IKEA), while “Window Shopping” shows customers reacting to its furnishings in what they think is a store window, but turns out to be someone’s home.

And we quote: “Our family-run company is extremely proud to be part of Quebecers’ homes for the past 60 years. The talent of our teams and the creative and strategic expertise of our partner agencies has elevated our brand and secured our position as a key player in new markets and with new targets.” — Charles Tanguay, president, Tanguay

Chris Powell