The Wholesale Club logo for their truck advertising campaign


The Wholesale Club is Canada's leading self-service wholesaler, providing restaurants, retailers and more with foodservice supplies. Owned by Loblaws, the company wanted to bring attention to a new store opening in Richmond Hill, Ontario, and chose Movia to help with a truck-side, out-of-home campaign. Ten trucks were deployed over a 14-week period, targeting owners and managers of bars, restaurants, convenience stores, hotels and other food retailers. The trucks appeared as supplies were being delivered to businesses, making the competitive ad both relevant and timely. Mobile device retargeting served to amplify the message, creating a total of 49 million impressions. This combination of out-of-home and mobile ads, delivered to the right audience at the right time, made for a highly effective marketing campaign which helped boost sales in a unique and cost-effective way.

Truckside Advertisement photo of The Wholesale Club doing a targeted business area OOH advertising campaign

Number of
mobile billboards


Project Scope

14 weeks


49M impressions
after 14 weeks

Movia The Wholesale Club: Richmond Hill Truck Advertising Case Study

Truckside Advertisement for The Wholesale Club traveling in a beautiful setting in Toronto Ontario

About the Company

Wholesale Club is Canada’s leading self-service wholesaler. Our purpose is to provide quality products at great value for our members. We always have the small business customer in mind offering no fee business memberships, business friendly store hours, exclusive member offers, multi-unit discounts, and a team of business reps dedicated to helping new and existing members get the most of out their Wholesale Club business membership. Our core customers are foodservice businesses and our product assortment reflects that. We maintain a wide assortment of over 7,000 quality foodservice items from traditional to multicultural food and from restaurant disposables to heavy restaurant equipment.