Canadian Marketing Heroes/Canadian Copywriter
Dave Nichol was the President of President's Choice. Dave started out as the President of Loblaws, taking an ailing grocery store chain and turning it into a money-making enterprise. He was the first in Canada to adopt a "no name" brand -- which also became a huge sucess. Following the success of the no-name brand, he founded President's Choice foods, which emphasized quality for a low price. Every product in the "President's Choice" line was tested personally by Dave -- and he told his shoppers about the products through TV commercials (in-house produced). Still to this day, President's Choice is a well-known and respected name in food -- and covers everything from Angel Food Cake to beer.

Mel Lastman

Mel started out as an appliance salesman, then a store owner. He later named his store "Bad Boy" and promoted his enterprise shamelessly. Sometimes, he would dress up as a convict in a striped suit and parade through town in a mock "jail cell" perched on a cart. As a salesman, Mel Lastman was unstoppable. His favourite trick was to give a pint of ice cream to his customers so they wouldn't go to other stores and compare prices. Instead, they would race home to keep the ice cream from melting. Once they were home, they were too tired to go to any other store -- so they'd just call Mel back and order the appliance they wanted to buy.

Ron Foxcroft

Ron Foxcroft was the President of Fluke Transport in Hamilton, Ontario, the trucking company with the slogan "If it arrives on time, it's a fluke". In his spare time, he worked as a basketball referee. In his referee work, he always had trouble with the whistles he used. His whistles had a cork pea in them and when you blow a pea-whistle really hard, no sound comes out. Even worse, when they’re frozen or wet or get dirt inside, the wretched thing doesn't make any noise at all! Ron figured that there must be another way, so he designed a pea-less whistle and approached a plastics molding company in Stoney Creek, Ontario which agreed to make the whistle parts. An Oakville, Ontario design consultant, Chuck Shepherd, agreed to take on the project. Three and a half years later, Ron and Chuck had two prototypes. After initial turndowns, Ron introduced the new Fox 40 pealess wonder to referees at the 1987 Pan American Games in Indianapolis, Indiana. Before the games ended, he had orders for 20,000 whistles. Today, Fox 40 sells 40,000 whistles daily in 140 countries, and has become the “World Leader” in pealess whistle design.