Real Canadian Superstore wanted to engage with the Dragon Boat Festival celebrations in a relevant and meaningful way. Building on the festival’s cultural significance, we decided to spotlight the Superstore’s extensive range of East Asian ingredients, which are intrinsic to the celebration. We infused the spirit of the Dragon Boat race into our campaign by creating a compelling video that showcased how the diverse East Asian products perfectly complemented the festivities. This video was aired across TV, out-of-home platforms, Facebook, and WeChat, celebrating the festival’s grandeur while highlighting Real Canadian Superstore’s commitment to meeting the culinary needs of the East Asian community. By seamlessly bridging tradition with product relevance, we successfully elevated the Superstore’s visibility and appeal during the festive season.