Calgary library using 'guerilla marketing' to catch shoppers

The Calgary Public Library’s Everything You’re Into campaign is being launched in Real Canadian Superstore locations in the area in an effort to prompt shoppers picking up pantry staples to think about picking up a good book.

Published: January 28, 2010 5:45 a.m.

Last modified: January 28, 2010 12:49 a.m.

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Becoming a first of its kind in Canada, the Calgary Public Library is utilizing “guerilla marketing” to catch the interest of supermarket shoppers in Calgary.

The unique campaign is targeting Real Canadian Superstore shoppers as part of the Everything You’re Into campaign by placing clever ads in the store’s deli and produce sections, according to CPL’s assistant marketing manager April Ganger.

“We wanted to take a bold and fresh-faced approach and remind people to rethink their library. We have something for everybody,” she said.

The ads, placed earlier this month, appear in all 10 Calgary Real Canadian Superstore locations and feature slogans such as “from barbecue to bull riding” and “from cream pie recipes to Curious George.”

“This is a first of its kind and we’ve been getting a very good, positive response. We’re just trying something new,” said Ganger.

But the Superstore ads are just part of the bigger campaign, she added, and consumers might see other Calgary Public Library ads on buses and in city washrooms.

Real Canadian Superstore spokesperson Craig Ware said the Calgary chain is excited to partner with the library on its unique marketing plan.

“It’s going fantastic and we think it’s a great idea and the response has been wonderful,” Ware said.

Debra Martins was shopping at the Country Hills location and said she hadn’t even noticed the ads.

“Oh, well, I think it wouldn’t really catch my eye because I’m here to shop, not read,” Martins said, adding she already has a library card.

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