Loblaw & Presidents Choice Launch Gluten Free With Pop Up Shop

Loblaw is out to prove that gluten-free doesn’t mean taste free with a new campaign for their iconic private brand President’s Choice. The campaign is anchored by a video of customers shopping in a unbranded “fake” pop-up bakeshop in Montreal.Of course the customers are surprised by the taste of gluten-free baked goods.

In addition to the the video, the campaign includes print ads, digital, search, in-store marketing as well as PR including blogger and influencer outreach. Articles and recipes are being posted at PresidentsChoice.ca and shared through social.

“PC is a brand that is really based on food discovery and offering our customers choices,” said Cheryl Grishkewich, vice-president of control brand marketing at Loblaw. And it’s clear that more of those customers are looking for gluten-free options, either because they can’t eat gluten or simply choose not to eat it because they think it’s healthier, though it’s also clear many people haven’t been thrilled by their gluten-free choices. “What we hear anecdotally is that eating gluten-free feels like a compromise [on taste].”

“The message is whether you have to eat gluten-free because of dietary restrictions of whether you choose to, it shouldn’t mean you have to compromise taste.”



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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.