The Met Agency

Suite 200, 10436 81 Avenue
Edmonton, AB
T6E 1X6

The Art of Changing Oil

Jiffy Lube Canada

National roll out

  • Advertising Campaign Development
  • Copywriting and Editing
  • E-newsletter and Direct Mail Development
  • Marketing and Communications Planning
  • Online Advertising
  • Out-of-home Advertising
  • Radio Commercials
  • Strategic Brand Research and Consulting
  • Television Commercials
  • Website Design and Development

In February 2012, we partnered with Lube-X to help rebrand the regional company into Canada’s largest oil change franchise. We had the opportunity to research the category provincially, nationally and internationally, and present a strategic communications roadmap, a national rollout campaign and a three-phase approach to acquisition transition. This roadmap was presented to the leadership group, and is now used as a reference as the company continues its growth phase.

Our objective was to change existing Lube-X stores into Jiffy Lube, communicate new ownership of existing Jiffy Lube stores to the public, and transition competitor brand buy outs into Jiffy Lube. This process needs to work in concert with new signage, grand openings, national coupons and sales materials.


With Jiffy Lube being an American brand, it was important that Jiffy Lube in Canada had a Canadian feel to it. This wasn’t some big brand coming in and taking over. The same franchisees owned the stores and would be there to provide the same excellent service as before. From 50 Lube-X stores in Western Canada in January 2012 to over 120 Jiffy Lube stores (and growing) today, Jiffy Lube became a stand-alone brand by January 2013. With the transition complete, a focus has been on positioning the franchise as the friendly approachable oil change company in your neighbourhood.


The Met Agency has continued to be a strategic partner for Jiffy Lube Canada. Ongoing work includes:

  • Seasonal multimedia campaign development
  • National direct mail and couponing
  • Radio and television commercials
  • Online campaign development
  • Brochures and other collateral material
  • Event materials (banners, signage, etc)
  • Sponsorship advertising and promotions with the Vancouver Canucks, Edmonton Eskimos, Edmonton Oilers and Saskatchewan Roughriders

We feel as though The Met Agency are members of our staff because we built such a solid working relationship right from the start. They put our mind at ease and confirmed in our minds, every step of the way, that we selected the right agency. Thanks to the dedication of The Met Agency our new brand has launched with great impact. Today, we are Jiffy Lube, and thanks to The Met Agency the process was incredibly smooth.

Kelly McClung Vice President Strategy



I want a different kind of ad agency.

Tell us a bit about yourself and your project, and we’ll be in touch as soon as possible. Or, if you want to speak to someone right away, give us a call or shoot us an email.

You're in the right place. Contact the Met