Pipers is a Newfoundland retail staple. Selling everything from batteries to sweatpants, gift bags to salt beef, customers count on Pipers to deliver everyday value and variety.
As the only independent Newfoundland company in the category, Pipers was in a rare position to own the Newfoundland space. Using humour and cultural insight to promote iconic products and unbeatable prices, Newfoundland’s Newfoundland Store was born.
The coupon device drives home the brand’s value positioning and adds continuity to a series of singularly focused product ads in digital, OOH, and print that tell the story of variety. Radio highlights everything from the nostalgia of canned meatballs and gravy to the sheer joy of a smooth shave from a razor you bought on sale.
