You Belong at First Choice Haircutters

 tag 11:03 am on June 26, 2017
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tag, First Choice Haircutters’ (FCH) longstanding AOR, has developed a fresh, transformative campaign for the brand. “You Belong Here” is a reflection of the emotional and functional benefits guests associate with FCH’s brand promise: community, comfort and quality.

FCH has been typically recognized for their affordable, no-appointment-necessary ideology; however, guests continue to return not just for the value, but also for the sense of belonging they feel, and personal connections they form with their stylists. tag leveraged these findings to shift the creative campaign messaging towards a deeper, emotive space.

“You Belong Here emphasizes the notion that no matter who you are, where you live, or what you do, you belong at FCH,” says Ian Schwey, VP Executive Creative Director at tag. “The focus is emotional and relatable, representing people of various ages, ethnicities, and backgrounds visiting – and revisiting – FCH for the same core principles.”

Athena Kalkanis, Brand Director at First Choice Haircutters, adds, “An integral part of the First Choice Haircutters brand promise is our commitment to making every guest feel at home. Our newest campaign communicates how deeply-rooted we are in delivering an unwavering sense of community, demonstrating how FCH is a space where everyone is welcome.”

The campaign targets adults, and will be supported by TV, online video, social and digital media, and radio, beginning June 19, 2017.


About tag

tag is an award winning marketing and advertising firm that has been helping brands realize their full potential since 1995. Agencies in the tag network include tag, tag franchise, tag enterprise and tag media. Each agency in the tag network is uniquely positioned and staffed with a fully integrated suite of disciplines offering expertise in advertising, communications, branding, marketing, promotions, digital, social media, franchise, B2C, B2B, media, public relations, strategy and communications planning. The firm is headquartered in Toronto, Ontario.

About First Choice Haircutters

First Choice Haircutters ( strives to offer professional hair-care for the value conscious family-minded guests in bright, friendly neighbourhood and open-air centers. With over 400 salons across North America and a no-appointment necessary philosophy, First Choice Haircutters is a full-service salon providing its guests an array of quality services, with skilled and trained stylists all at a great value.

About Regis Corporation

Regis Corporation (NYSE:RGS) is the leader in beauty salons and cosmetology education. As of March 31, 2017, the Company owned, franchised or held ownership interests in 9,217 worldwide locations. Regis’ corporate and franchised locations operate under concepts such as Supercuts, SmartStyle, MasterCuts, Regis Salons, Sassoon Salon, Cost Cutters, Roosters and First Choice Haircutters. For additional information about the Company, please visit

For further information, please contact:

Chloe Lackman
Marketing Manager
905 940 1948 x 238

Philips, First Choice Haircutters and Ricoh logos.

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Philips Logo, FCH Logo and Ricoh Logo

These brands achieved double digit growth by working with tag's truthology platform.

Sign up for our FREE truthology workshop and get on your way to achieving great results like these*

* free workshops offered to a limited number of qualified organizations