New campaign urges customers to not ‘put up with B.S.’

A cheeky new ad campaign from Midas is warning vehicle owners about bad service (B.S.) from their auto repair professionals.

The Don’t Put Up With B.S. — the B.S. meaning ‘bad service’ — campaign comes after the company surveyed 2,000 people across North America and half of the respondents saying they’ve experienced bad service in auto care. Two-thirds reported that they’ve been mistreated in a repair shop at least once — they felt pushed into unneeded services, that they were being ripped off or pressured.

“We know that consumers are fed up with the bad service they experience in the auto care industry, and we’re not shying away from this problem, we’re tackling it head-on,” said Lenny Valentino, Jr., president and chief operating officer of Midas, which has nearly 2,100 franchised and licensed locations in 20 countries. About 1,200 of those locations are in Canada and the U.S.

The company recently rolled out a new training program for franchisees and their employees, outlining how shops can be better partners with customers, provide straightforward information — like what needs fixing now and what can wait — and work together to problem-solve car care solutions.

It’s new campaign will include a series of ads across streaming services, digital channels and social media. Out-of-home-boards in Toronto, Vancouver and other U.S. cities will also feature the campaign.

“The campaign conveys examples of the bad service consumers have faced in the auto repair industry, like being talked down to or forced to urgently make a decision, with humour and a call to inspire real change,” the announcement from Midas said.