A small group of Newfoundland knitters is taking on big box stores with an ad campaign from St. John's agency Target Marketing & Communications Inc.

Grassroots clothier Nonia is using print, direct mail and outdoor advertising to tout the heritage and hand-made quality of its wares. The company began in the 1920s as a health-care fundraising group called Newfoundland Outport Nursing and Industrial Association. It relies on 200 expert knitters from across the province to make its signature hand-made mittens, sweaters and toques.

The campaign began in December with a direct mail flyer that used an actual piece of red yarn tied to a card and the image of a finger. The text read "Don't forget us this Christmas."

Print and poster ads also use yarn to spell out their message. One execution says "Dress your four-year-old in knits that aren't made by a four-year-old." The line addresses the stiff competition from national chains such as Wal-Mart, whose cheaper, mass-produced goods have cut deeply into Nonia's bottom line.

"In recent years they've had a lot of financial trouble just because of the mass marketing Wal-Marts and Gaps of the world," says Jenny Smith, a senior writer at Target.

Nonia had high brand visibility in Newfoundland 20 years ago, but it has faded since then, says Smith.

"If you had a Nonia sweater, that was a big deal," she says. "I remember wearing Nonia stuff when I was young. Now my little girl, who's two-years-old, wears the stuff that I used to wear. That's how long it lasts."

Smith joined the Nonia board in 2004 and brought it to Target as a client late last year.

Until now, Nonia has targeted tourists with its in-house advertising. With the perception that much of Nonia's brand value is now lost to national brands, Target is changing that strategy to focus on natives of the province who remember the products from their youth.

Target is also developing a new website for the group, and may produce radio spots in the summer.
- Jeromy Lloyd