The Wholesale Club logo for their truck advertising campaign

Summary

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 amplify their well-established reputation in this competitive, multi-billion dollar industry, and chose Edmonton as the market for a truck side out-of-home campaign.

Five trucks were deployed over a 14-week period, targeting owners and managers of bars, restaurants, convenience stores, golf courses, hotels and other food retailers. The trucks appeared as supplies were being delivered to businesses, making the competitive campaign message both relevant and timely. A total of 24.5 million out of home impressions were created, while mobile device retargeting served a further 555,555 digital impressions. The combination 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 at an important moment - just as the food service industry was seeing a long-awaiting comeback in customers.

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

Number of
mobile billboards

5

Project Scope

12 weeks

Results

18M impressions
after 12 weeks

Location

Edmonton
Truckside Advertisement for The Wholesale Club traveling in a beautiful setting in Edmonton Alberta

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.