Congratulations to the Canadian Tire Retail team, Touché Media and CBC’s Dragons’ Den for being recognized on the international stage for their innovation at the Media and Marketing Global Awards. These awards celebrate the best work in international media and marketing. Submissions are accepted from around the world, from Cambodia to Ireland to the United States. 

In order to shift the consumer perception that e-tailers are exclusively the first to market with innovative and new products, Canadian Tire partnered with Dragons’ Den. President and CEO Greg Hicks watched from backstage, and then personally surprised two lucky entrepreneurs for a distribution deal in all 504 stores across Canada, and on the Canadian Tire website. The day after the episodes aired, the products were available on shelves, online and social channels, proof that traditional retailers could be agile and creative solutions could be found with store operations to shorten the usual one year runway required to get new products on the shelf. 

Canadian Tire won gold in two categories: Best Campaign led by Traditional Media and Retail. They also won the Grand Prix-Best Campaign, and were finalists for the Collaboration award. 

Learn more about how your brand can integrate with a CBC/Radio-Canada property here.