Canadian Tire's next-gen catalogue

Canadians are tremendously proud of their country’s identity, beauty, history and way of life. With its strong roots in Canada, Canadian Tire wanted to remind customers of its connection to Canadian culture.

Tribal Worldwide created a digital catalogue for the retailer to help it define "The Canadian Way." Canadian Tire reached out to Canucks via social media, soliciting stories it could repurpose in editorial content and videos, and post in the digital catalogue.

For example, the website included stories of a Toronto-based woodworker sharing a unique take on modern furniture, as well as an urban gardener and blogger who reveals her love for fresh produce. The content also incorporates information about Canadian Tire items the subjects are shown using, such as a gardening tool and shovel.

The "Canadian Way" is updated every season with real stories from Canucks. Just two months after the launch, the digital catalogue exceeded expectations with 200,000 visitors viewing more than 2.7 million pages. And readers are returning, with more than 36% viewing the catalogue on more than one occasion.