Launches new tagline “At Your Side”
TORONTO — Rogers Communications announced today its discount brand Fido is marking its 25th anniversary by launching a new brand campaign and tagline, “At Your Side”.
“From the beginning, Fido has been on a mission to put customers and communities first while being the ‘ultimate sidekick’ — with plans, deals and a great network. No matter what a customer takes on, wherever and whenever, Fido will be there every step of the way,” reads a Rogers press release.
“I’d like to extend an enormous thank you to all of our customers who have trusted Fido to serve them over the past 25 years and our amazing team who is dedicated to putting them first,” said Shailendra Gujarati, vice-president and general manager of Fido, in the press release.
“We’re focused on providing our customers a simple and affordable experience, on a great network, and we’re thrilled to continue this incredible journey ‘at your side’ for many years to come,” Gujarati said.
The “At Your Side” campaign was created and produced in collaboration with Fido’s agency partner, Theo. The campaign includes lighthearted TV spots featuring iconic Fido dog mascot “Jack” and out-of-home executions, the release says.
“The copy featured in the campaign is customized for each city in which it appears, reflecting the uniqueness of the local culture. The goal is to connect with consumers to highlight how Fido is at their side in their everyday life,” the release says.
Rogers also announced Fido has partnered with CBC & Radio-Canada Media Solutions to launch a new branded content web series, Kekou 2022: L’Enquête de Mathieu Dufour, on ICI TOU.TV as part of Fido’s regional brand campaign.
“Created for the broadcaster’s Québec audience, the final episode will air live during the ByeBye, an iconic New Year’s Eve sketch comedy special aired every year on Radio-Canada.”
Weekly webisodes of the Fido-branded series Kekou 2022: L’Enquête de Mathieu Dufour can be seen here.
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Image borrowed from Rogers’s website.
