Mike chez RONA was a brand‑fame campaign launched in 2025 to win back Quebec, reigniting interest and relevance for the brand. What began as a smart way to introduce a local hero embodying RONA’s home‑hardware expertise—Mike—quickly became one of Quebec’s biggest pop‑culture phenomena, earning a spot in Google’s 2025 trends wrap‑up. The campaign sparked full‑blown “Mike‑mania,” spanning TV, radio, OOH, Mike Halloween costumes, Mike figurines, NHL celebrity sightings, and a partnership with McDonald’s. It is widely recognized as RONA’s biggest advertising success in 20 years, delivering major gains in awareness, brand love, and leadership.