RONA Brings the Luck: A Superstitious Salute to Canadian Hockey Fans
Hockey fans across Canada have a new pre-game ritual this playoff season—one that blends superstition, community, and a whole lot of Canadian pride. RONA, the iconic home improvement retailer and proud sponsor of both the Montreal Canadiens and the Edmonton Oilers, has unveiled a bold new national campaign: Knock on Wood.
Just in time for the Canadiens’ unexpected playoff push and the Oilers’ bid for glory, RONA is inviting fans to channel their passion into a simple but powerful act—physically knocking on wood to bring their team good luck. It’s a familiar superstition, now reimagined by RONA into a national fan ritual that’s as spirited as it is unmistakably on-brand.
From Superstition to Symbolism
"At RONA, wood is part of our DNA," said Catherine Laporte, Senior Vice President, Marketing & Customer Experience at RONA. “We want every fan to be able to actually knock on it. This campaign is a simple and 100% RONA way to unite behind our teams.”
And knock they did.
The campaign launched April 24 with two towering wooden pallet installations—one at Place des Canadiens outside the Bell Centre in Montreal, and the other at Fan Park near Rogers Place in Edmonton. These high-traffic hockey hubs have become interactive destinations, inviting fans to physically engage with the campaign before big games. It’s a literal knock on wood, amplified by playoff adrenaline.
In Montreal, fans were met with a large-scale installation and the surprise appearance of Mike himself. You can watch the full scene unfold in “Touch Wood, Montreal: RONA’s Playoff Ritual Takes Over the Bell Centre.”
Lucky Charms and Arena Magic
Fans attending the first two home games in both cities received an extra touch of playoff magic: wooden keychains etched with “Knock on Wood.” More than just swag, these tokens are intended to be lucky charms—pocket-sized reminders of fandom, folklore, and faith in your team.
Inside the arenas, RONA’s message is unmistakable. Rink boards beam the campaign’s signature visuals while premium TV spots take the excitement to a national audience. Whether you’re in-store, in the stands, or in your living room, RONA wants to make sure you have something to knock on.
Meanwhile in Edmonton, fans joined the ritual outside Rogers Place. See the energy for yourself in “Oilers Fans Knock for Luck: RONA’s Superstition Hits Rogers Place.”
A Campaign with Canadian Roots
The campaign was developed by Sid Lee, leaning into regional nuance and cultural charm. “What we wanted was to transform a superstition into a rallying ritual,” said David Lambert, Creative Director at Sid Lee. “'Touch wood' is 100% Quebec jargon and completely aligned with the brand’s tone. I don’t think you can get more RONA than with a big pile of 2x4s.”
True to form, the campaign is equal parts cheeky and heartfelt—unifying Canadians across provinces, fanbases, and even levels of belief in hockey magic. And if you happened to see a familiar face at the Bell Centre knocking on wood? That just might’ve been Mike, RONA’s fan-favourite everyman, blending in among the crowd.
From aisle to arena, RONA has turned a simple superstition into a show of solidarity. As playoff fever heats up, one thing is clear: fans across Canada are knocking on wood—and they’re doing it together.
