Loblaw Drives Private Brand Innovation With Reality TV

This past week saw the debut of a new Food Network show Recipe To Riches on Canadian TV, the show follows sixteen contestants on a quest to develop the best recipes in seven different categories.
Canadian retail giant Loblaw is about to enter a new arena for its iconic President’s Choice Private Brand. Each week Loblaw will introduce the winning recipe as a new Presidents Choice product. The decision by Loblaw to sponsor Recipe to Riches demonstrates a continued innovation focus for the retail giant.
During its first week, the show announced Glo McNeill, from Lunenburg, Nova Scotia, as its first winner in the sweet pudding (desserts) and pies category. Her winning recipe, luscious lemon pudding, was made available at Loblaw stores across Canada on Saturday.
The show is hosted by former star of the hit Bachelor reality series Jesse Palmer. A panel of experts will include Laura Calder, host of French Food And Home, Tony Chapman, founder and CEO of leading advertising agency Capital C and Dana McCauley, culinary director for Janes Family Foods.
Each week, contestants will compete in one of seven food categories including, sweet pudding and pies, cakes, appetizers, savory pies, sweet and savory snacks, frozen treats and entrees. A panel of experts will judge each segment, with help from Galen Weston, executive chairman Loblaw Foods. The winner of each segment will receive $25,000. Then they will go on to compete in the season finale for the grand prize of $250,000, the largest ever in a Canadian reality television show series.
Viewers will be able to purchase category winners’ items in Loblaw stores starting the weekend after each episode airs. Once all category winners are announced, the winners’ recipes will be transformed into the next President’s Choice product available for purchase at select Loblaw stores across the country.
Loblaw is continuing its innovative focus through the sponsorship of Recipe To Riches. It is the first of its kind for the company. It is exciting to see a Private Brand focus on innovation and use new ways to not only develop the product but to aggressively advertise and market the brand.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.