Loblaws Revamps President’s Choice Marketing

PC-Crave More Front

Aiming to have a say in the changing consumer conversation about food, today, Canadian retailer Loblaw launched a new approach to the marketing of its iconic President’s Choice Private Brand.

Addressing the Consumer Cravings for Knowledge, Quality and Trust
Chairman and President, Galen G. Weston, said in a release,

“In an age when curiosity and scrutiny surround the purchase and enjoyment of food, President’s Choice will remain Canada’s most thoughtful and engaged food brand.”
Reflecting these intense interests and passion about food, the new President’s Choice marketing effort has been named CRAVE MORE.

“Today’s customer craves more distinct and exotic flavors. They crave more knowledge about what is healthy and what is not. They crave information about where their food comes from and how it is made. And they are engaging every day in passionate conversations about food quality, taste and trust,” said Weston.

Feeding New Conversations about food with Google
Loblaw is putting President’s Choice squarely in the middle of the discussion, not only at the supermarket or around the dinner table, but also on social media. The new approach is aiming to engage consumers in ‘food talk’, which will reveal regional flavors and interests through something called the “Food Pulse Index”, created through a new initiative with Google Canada.

Taking the Pulse: Consumers to Influence new Products and Marketing
Perhaps most innovative is how Loblaw intends to use what it learns from listening in and participating in the conversations consumers are having. What they glean will influence what future food products are developed for President’s Choice.
The Food Pulse Index, according to Loblaw, will be the first of its kind to utilize Google Canada search insights to track trends in food nationally and by province. They will then group search insights by theme, and assess trends among thousands of related words and terms.  Then they will share. Regional and national results will be presented visually and with editorial at pc.ca.

This new marketing effort for President’s Choice is described as their most ambitious and comprehensive campaign yet for the number-one consumer packaged goods brand in Canada. Along with social media, a website will be produced with an in-house team and will engage through editorial, video and images and will tie-in the conversations happening in social media posts.

The campaign also includes conventional advertising including new TV commercials, a print campaign, out-of-home, and a re-launched pc.ca web site, created by its new advertising agency, John St.

“The modernization of our brand will mean more food innovation, greater consciousness around product sourcing and ingredients, and a heartier dialogue with Canadians who share our excitement and curiosity,” said Weston.

Marketing of the CRAVE MORE theme began today with a 60-second ad celebrating food discovery – from the first time someone harvested honey from a buzzing hive, heated corn until it popped, and more. The ad closes with Galen G. Weston in the President’s Choice kitchen declaring, “If you don’t search for more, you’ll never find it.” A second ad is focused on the natural colors of food, and the removal of all artificial colors and flavors from all President’s Choice products.

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