Giant Tiger Continues to Explore Inner Voice in New Campaign

Confidence Looks Good on You

OTTAWA, May 8, 2017 /CNW/ - Giant Tiger Stores Limited is launching its new spring/summer commercials today with the continuation of the "Inner Voice" campaign. The marketing campaign will continue to use a woman's inner voice to create positive empowerment and self-acceptance messages while highlighting the great styles and prices Giant Tiger is known for.  Each TV ad focuses on Giant Tiger's private label women's fashion lines and ends with the tagline, "confidence looks good on you."

"Our objective is to continue to elevate our exclusive, private label brands, lily morgan and mySTYLE, by creating mass consumer awareness," explains Karen Sterling, Vice President of Marketing, Giant Tiger Stores Limited. "These commercials and our spring/summer marketing campaign are part of the overall evolution of a beloved and iconic Canadian retailer. They demonstrate that Giant Tiger not only 'gets' Canadian women but respects her by developing a campaign in which the protagonists are authentic and relatable."

Each ad tells the story of one woman realizing that the key to looking great and feeling great is self-confidence. Giant Tiger used insight and feedback received on the previous "inner voice" commercials to expand on concepts that resonate with Giant Tiger's core customer, the busy, time-starved mom.

In the lily morgan ad, "Girlfriends," two women support their friend to try to do something courageous and new. The power of friends and confidence is highlighted with stylish "going out" lily morgan fashions at incredible value. In the "Wannabe" ad, the main character dressed on trend and casually in mySTYLE, realizes that she has become the woman she has always wanted to be.

Giant Tiger worked with Yield Branding on the creative concepts and execution of this commercial campaign. "Yield is thrilled to once again be working with Giant Tiger," said Ted Nation, President of Yield Branding. "As Giant Tiger continues to expand in new markets, clearly communicating the brand and value proposition is key to their business growth and continued success."

The "Confidence Looks Good on You" ads will be running from May 8th until June 25th on specialty TV stations and digital outlets.

For a full listing of communities in which Giant Tiger will be opening soon, please visit https://www.gianttiger.com/category/aboutgt/community/store-openings.do

About Yield Branding: Yield is a strategic + creative boutique, delivering richer brand experiences using human behaviour as the catalyst to drive higher performance.

About Giant Tiger: Giant Tiger is the leading Canadian owned family discount store, committed to providing on-trend family fashions, groceries and everyday household needs. Known as Canada's best kept secret the privately held company has over 225 locations across Canada and employs over 8,000 team members. All Giant Tiger locations are locally owned or operated by a team member who knows the community. Annually Giant Tiger Stores Limited donates $2 million to charities and agencies directly in our communities. The friendly stores with the iconic yellow logo are not only where Canadians shop more and spend less, but also are proud to be known as retailer of choice. #foryouforless

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SOURCE Giant Tiger Stores Limited

For further information: For media inquiries contact: Alison Scarlett, Manager, Brand Communications, ascarlett@gianttiger.com

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