Giant Tiger Stores announced Thursday a new partnership with Ottawa-based creative marketing agency Banfield to launch a new digital campaign, Sharing Canadian Values.
Recently launched across social media and on GiantTiger.com, the campaign highlights Giant Tiger franchisees’ vital role in their communities and their ongoing commitment to affordability. This partnership represents an important step forward for the proudly Canadian retailer as it teams up with Banfield to boost brand awareness of Giant Tiger’s low prices, amazing finds, and strong community support – reinforcing its position as Canada’s place to save more money with customers, said the company.
“As a people-first organization, Giant Tiger empowers local owners to operate stores that reflect and serve the unique needs of their customers. At a time when trust and community connection matters more than ever, Sharing Canadian Values highlights franchisees as leaders helping shape the future of retail through their strong commitment to the lowest price, serving their customers, and the importance of the communities they proudly serve,” it said.
“Sharing Canadian Values is all about celebrating what makes Giant Tiger truly different – and that’s our people,” said Gabrielle Hargrove, Senior Vice President & Chief HR Officer, Giant Tiger Stores Limited. “Our franchisees are the heart of our business. They know their communities better than anyone, and they bring our values to life in every store, every day. Their passion, commitment, and local connections with their customers are the secret sauce of our franchise model. We’re proud to invest in their success and thrilled to collaborate with Banfield to share their stories in a powerful, relatable, and deeply authentic way to who we are as a brand.”
Giant Tiger, the leading Canadian-owned family discount store, is a privately held company with over 260 locations across Canada and employs over 10,000 people.
Banfield is an independent, bilingual, full-service creative agency based in Ottawa. Founded in 1973, it specializes in brand development, digital marketing, video production, content creation, and integrated campaigns.
“Giant Tiger is a uniquely Canadian success story, and we are excited to be working with locally owned franchises to share how they have a real impact in their communities. Seeing it all come to life and take on meaning through the personal stories of owners, staff and everyday Canadians has been very rewarding,” said Timothy Jones, President & Creative Director, Banfield. “Working closely with Giant Tiger, our team has poured their passion into every detail, and I couldn’t be prouder of what we’ve created together.”
Recently, Giant Tiger was announced as a finalist for the Retail Council of Canada’s Talent Development Award at the 2025 Excellence in Retailing Awards, recognizing the Franchisee Development Program, which prepares future store owners with hands-on training in leadership, operations, and community engagement.
More information can be found here.
Running through July 31, the Sharing Canadian Values campaign will feature new content released weekly across Giant Tiger’s social media platforms and website, in both English and French, with a targeted marketing strategy to amplify the campaign’s reach – sharing compelling stories that celebrate entrepreneurship, affordability, and community connections.
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