March 16, 2009 11:29 ET

"Doing it Right": New Ad Campaign and Signature Line for RONA

BOUCHERVILLE, QUEBEC--(Marketwire - March 16, 2009) -

Editors note: Two photos are included with this press release on Marketwire's website.

RONA inc. (TSX:RON), the largest Canadian distributor and retailer of hardware, home renovation and gardening products has just launched its new advertising campaign under the theme "Doing it Right". The theme will also replace "The Canadian How-To People" as the company's new signature line. The campaign will reach consumers through a full range of television, print, and radio messages, as well as through outdoor billboards in certain markets. The new campaign underlines RONA's commitment to sustainable development and highlights its leading position in the sale of products and services for the home renovation, construction and decoration market.

"The campaign's series of dynamic messages are designed to enhance RONA's visibility and ensure our innovations in the area of client experience are better known," said Claude Bernier, RONA Executive Vice President, Marketing and customer innovations. "The ads introduce our environmental initiatives, reflecting our commitment in this domain, while they also showcase RONA's products and services, demonstrating our leadership in the home improvement industry."

The new RONA "Doing it Right" signature puts the spotlight, among others, on the concrete steps the company has taken towards sustainable development, including the sale of eco-responsible products, its paint recycling initiatives, and its new policies on pesticide sales and wood products procurement. RONA's leadership in products and services will also be brought to light through various messages that feature the exclusive RONA by Design brand, RONA's private labels products and financing options for consumers.

In its first phase, the advertising campaign will centre on four TV messages broadcast Canada-wide. One of the spots dealing with RONA's paint recycling will be broadcast in Quebec, Ontario and Maritimes. Two other spots deal with renovation projects. A fourth message will be on national airwaves in a few weeks' time and will feature the RONA ECO line, products that are significantly more eco-friendly than their conventional counterparts thanks to RONA's life cycle analysis approach.

Print ads will appear in a number of daily newspapers to introduce RONA's commitment to becoming the industry leader in terms of sustainable development. To enhance their effectiveness, the print ads will include a personal message from RONA President and CEO Robert Dutton.

Radio spots will be on air across the country to launch RONA's various promotional offers on products or renovation projects as well as Air Miles promotions or financing options.

Finally, the campaign will also use outdoor billboards in the Greater Toronto Area to display the new campaign signature and present RONA ECO products, paint recycling initiatives and a selection of renovation/decoration projects.

The new campaign was developed by advertising agency BOS, RONA's new marketing partner, in collaboration with Carat, RONA's media planning partner. The campaign will continue to unfold through various messages throughout 2009. A second phase, planned for fall 2009, will introduce two new topics: RONA's 70th anniversary as well as the Vancouver 2010 Olympic and Paralympic Winter Games, where RONA's national partnership will be highlighted, a few months before Games-time.


RONA is the largest Canadian distributor and retailer of hardware, home renovation and gardening products. RONA operates a network of close to 700 corporate, franchise and affiliate stores of various sizes and formats. With close to 30,000 employees working under its family of banners in every region of Canada and more than 15 million square feet of retail space, the RONA store network generates over $6.3 billion in annual retail sales. Please visit

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