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Fido Celebrates 25 Years

Fido marks 25th anniversary with new brand campaign “At Your Side”

TORONTO, November 29, 2021 – For 25 years, Fido has aimed to deliver a radically simple customer experience for wireless and internet services, balancing affordability with quality, while amplifying diverse and underrepresented voices in the community.

From the beginning, Fido has been on a mission to put customers and communities first while being the “ultimate sidekick” – with plans, deals and a great network. No matter what a customer takes on, wherever and whenever, Fido will be there every step of the way. With the 25-year milestone, Fido has introduced a new campaign and tagline, At Your Side™ – connecting to the brand values established during its 25-year legacy.

“I’d like to extend an enormous thank you to our customers across Québec who have trusted Fido to serve them over the past 25 years,” said Edith Cloutier, President of Québec Region, Rogers Communications. “We’re focused on providing our customers a simple and affordable experience, on a great network, and we’re thrilled to continue this incredible journey ‘at your side’ for many years to come.”

Created and produced in collaboration with Fido’s agency partner, Theo, Fido’s At Your Side campaign used local insights from regional markets to build customized messaging to connect with customers in a more relatable manner and showcase Fido’s approachable tone and humour. The campaign includes lighthearted TV spots, featuring the iconic Fido dog “Jack,” and out-of-home executions. A Montréal-born brand, the copy featured in the campaign is written to reflect Quebec’s unique community and culture. The goal is to connect with Quebec consumers to highlight how Fido is at their side in their everyday life.

As part of the campaign, Fido is also partnering with CBC & Radio-Canada Media Solutions as part of its regional brand campaign to launch a new branded content web series on ICI Created for the broadcaster’s Quebec audience, the final episode will air live during the ByeBye, the iconic New Year’s Eve sketch comedy special aired every year on Radio-Canada. Follow along by viewing the weekly webisodes here!

To learn more about the amazing line-up of Fido perks and offers, please visit

About Fido
Founded in Montreal in 1996, Fido connects Canadians to the things and people they love through its coast-to-coast LTE network that keeps up with them anytime. Known for keeping things simple and affordable, Fido offers plans that come loaded with data and benefits at a great price, including Fido XTRA, 5 Extra Hours of Unlimited Data at no added cost every month and Data Overage Protection. In 2020, Fido introduced Fido With Care, a community-based initiative rooted in combatting gender and/or racial discrimination by using Fido’s resources to drive action and create positive social change in Canada.  Check Fido out at,, and

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