Mr. Lube's Franchise 'Ready for a Change"


May 07, 2008

VANCOUVER, May 6 / - Mr. Lube Canada received top honours at the
Marketing Magazine and Canadian Franchisee Association (CFA) Awards for their
latest advertising campaign, "Ready for a Change?" Both award ceremonies
recognize creative contributions and excellence in advertising and marketing.
The Marketing Magazine Awards were presented in Toronto on May 1, 2008, while
the Frankie's were presented at the CFA National Convention, in Deerhurst,
Ontario on May 5, 2008.

"Mr. Lube decided to take the dealers on directly, with humourous ads
that showed some of the "tricks" dealers use to instill fear and confusion in
customers," says Brent Cuthbertson, VP Marketing, Mr. Lube Canada. "The
campaign was based on real insights gleaned from consumer research. The
positioning was expressed in the campaign call to action: "Ready for a

The Marketing Magazine Awards are the only national ad creative
competition and the most coveted domestic prize in the Canadian advertising
industry. Mr. Lube received Silver in the Radio Campaign Category for its
'Difference' commercial and Bronze in the Single Television Commercial (under
:30 seconds) for 'The Keys'. The entire campaign focuses on challenging the
consumer's choice for automotive preventative maintenance services against the
automotive dealers.

With five nominations and five awards, Mr. Lube swept the Frankie Awards
Ceremony, presented by the CFA. Mr. Lube Canada took Gold in three of the five
categories they were nominated in and Silver in the remaining two. Gold was
received for the Radio Advertisement 'Difference', 'The Keys' in Television,
and 'Victoria Bus Back' received Gold in the Transit/Bus Shelters/Outdoors
Category. Silver Awards were received for the Business to Business Brochures
Category for the 'Franchise Application Brochure' and Corporate Identity for
Company logos inspired by a vehicle's dashboard.

"Being recognized nationally by these two organizations for our new brand
campaign validates that we are building excitement and momentum in what many
consumers see as a "low interest" category," says Paul Healey, President & CEO
of Mr. Lube Canada. "Our campaign clearly presents Mr. Lube as the clear
dealer alternative, providing warranty approved services focusing on what
consumers want "convenience + quality". These awards help to reaffirm our path
as we continue to expand our distribution network and franchisees across

About Mr. Lube Canada

Mr. Lube Canada is Canada's No. 1 quick lube provider and a leader in the
automotive routine maintenance category with 93 locations across Canada.
Founded in 1976, Mr. Lube Canada has served over 32 million customers in its
32 years history. Headquartered in Delta, BC, the company also has a regional
office in Mississauga, Ontario to support its national franchise network.