This fall, Fountain Tire launched a new long-term advertising platform that emphasizes the importance of customer relationships.

Building on a 2018 rebrand that added “we’re on this road together,” a signature sidecar will appear in TV, print and digital ads to remind customers of Fountain Tire’s promise that they’ll never have to face tire and auto service alone.

“Tire and auto service can feel overwhelming to drivers,” says Denise Gohl-Eacrett, Director, Brand and Customer Experience at Fountain Tire. “The Fountain Tire brand emphasizes we’re there to help care for customers’ vehicles—whether family vehicles, transport, farm or entire fleets—as if they’re our own.”

“The creative”, adds Gohl-Eacrett, “combats consumers’ overwhelm while building trust in the company’s diverse expertise.”

“We’ve been working to re-energize our focus on the customer across every facet of our business. The sidecar brings our positioning to life in a distinct and memorable way,” she says.

Both a tagline and working philosophy, “we’re on this road together,” reinforces Fountain Tire’s relationship-driven approach throughout the company. Partnerships are engrained at every level, including its unique manager model—the majority of Fountain Tire managers own equity in their own stores. Partnership thinking begins at the ground level through human resources programs and carries through to supplier relationships and on to commercial and retail customers.

The campaign was the work of an interagency team led by FCB Toronto. It will be reflected in Fountain Tire’s advertising and social media beginning in Fall 2022.

For more information on Fountain Tire, visit fountaintire.com.