Fountain Tire’s Campaign Puts Its Tagline Front and Centre - And a Little to the Side

For most drivers, tire and auto service is not something to look forward to, for obvious reasons. It can be intimidating, time-consuming and expensive. So, it gets put off for as long as possible until they finally end up defaulting to the most convenient option. But the truth is, drivers want a lot more than just convenience, they also want a store they can trust to do right by them.

This is why Fountain Tire’s brand promise is based on a partnership with its customers: ‘you’ll never have to face tire and auto service alone.’ And this promise didn’t just stem from a clever marketing angle. Fountain Tire’s 50/50 ownership model means that each individual location has part ownership in the business, resulting in local store managers that are personally invested in their relationships with customers. 'We’re on this road together' is a tagline, a promise and a working philosophy.

As a way to contextualise 'We’re on this road together', Fountain Tire and FCB Toronto are launching a new long-term advertising platform, which uses a sidecar creative device as a visual demonstration of the brand promise. The sidecar will feature different Fountain Tire associates over time and can show up in any setting, on any vehicle, and deliver any product or service message.

“As a brand built on partnership, Fountain Tire has an opportunity to answer this consumer need by truly showcasing our partnership approach of being on the road with all our customers,” said Denise Gohl-Eacrett, director brand and customer experience. ”Our new platform brings our positioning - We're on this road together, so you're never on your own - to life in a distinct and memorable way.” 

The new long-term platform allows Fountain Tire to consistently promote all lines of their business including commercial trucking and farming. The TV, OLV and social executions feature a mix of B2B and B2C vignettes. This will be the first time the brand showcases blended services as part of their consumer campaign. 

“Tire and auto-service can feel overwhelming for drivers. But with Fountain Tire, they’re always close by when you need help with your vehicle,” says Jeremiah McNama, executive creative director, FCB. “Of course, we had to do it in the Fountain Tire way — a clear and simple message with a solid dose of fun and humour for good measure."

The work launches on Monday, September 19th and will run through the end of the year. Strategy and creative was handled by FCB, Guru Communications handled media planning and buying.