Roots Canada launches 'Be Nice' campaign
In celebration of Canada's 150th anniversary, Roots Canada launched on Wednesday the 'Be Nice' campaign.
It launched with an online video narrated by Canadian actress Kim Cattrall, famously known for her role on Sex and the City, and features stories of the likes of Canada's first gay marriage, Terry Fox's Marathon of Hope, the welcoming of Syrian refugees, and more.
The campaign will also include a series of public-facing events online and in-store. Initiatives will include the Roots Search for Canada's Nicest Person, a contest calling on Canadian residents to nominate “Canada's Nicest Person” via social media; The Roots Pop-Up Shop, which will be at events and festivals across Canada this summer; The nice Roots Artspace, which will transform Roots flagship store windows into free art installations; as well as The nice Fundraising Program, which will raise funds for WE's Indigenous Youth Empowerment Programming.
"Roots has always been inspired by Canada," said James Connell, VP Ecommerce and Marketing, Roots Canada, in a news statement. "What better way to celebrate 150 years of this wonderful country than to celebrate its people? We hope Canadians will share their inspirational stories, wear and share a nice button to raise funds for a great cause, enjoy great Canadian art that is part of our shared cultural heritage and be motivated to Be Nice to create an even nicer Canada for the next 150 years and beyond."
A number of brands and retailers have been capitalizing on Canada's 150th anniversary with special campaigns and products dedicated to the country’s image. Most recently, Canadian retailer Drake General Store (DGS) launched a series of limited-edition collaborative designs with select partners in celebration of Canada’s sesquicentennial, while The Hudson’s Bay launched the Grand Portage fundraising program, benefiting The Great Trail by Trans Canada Trail, the longest recreational trail in the world.
Roots was founded in 1973. They have over 120 stores in Canada and the United States along with more than 100 retail locations in Asia.
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