Loblaw launches biggest Presidents Choice campaign to date
Loblaw Companies Ltd., Brampton, Ontario, said it is ushering in a new era for its President’s Choice brand under the rallying “CRAVE MORE” cry. The retailer is encouraging customers to expect more from their food in an age when Canadians are caring and conversing more about what they eat in terms of value, quality, taste, sources, ingredients and excitement.
In support of the brand’s new era, Loblaw said it is launching the most ambitious and comprehensive campaign in its history: a modified brand position, an innovative television and print campaign, and a reimagined digital and social media presence. It also reinvented its www.pc.ca website, which now includes a focus on lively content, a custom online community for food discussions, and a regionalized Canadian food-trend tracker, the Food Pulse Index, created through a new initiative with Google Canada.
"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," said Galen G. Weston, Loblaw’s executive chairman and president. "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."
Marketing of the “CRAVE MORE” cry begins with a 60-second ad celebrating food discovery — from the first time someone harvested honey from a hive, heated corn until it popped, and more, Loblaw stated. The ad closes with Weston in the President’s Choice kitchen declaring, “If you don’t want search for more, you’ll never find it.” The ad will be followed by another ad that celebrates the natural colors of food and the removal of all artificial colors and flavors from all President’s Choice products. The campaign includes television, print, digital, out-of-home, public relations and social media activities.
The launch of “CRAVE MORE” is supported with a reimagined digital and social media presence, Loblaw noted. The www.pc.ca website is now oriented to initiate and host exploration of food trends, led by unique video, editorial and images from a newly assembled “brand journalism” team. The site also will amplify the Canadian food conversation by seeking and presenting food-related social media posts, and will host food-related discussions on its newly created online community.
The President’s Choice team will make Google search insights available with the Food Pulse Index, Loblaw added. The Index is the first to track food trends nationally and by province on the basis of Google search insights. Insights will be grouped by theme; search trends will be assessed against thousands of related words and terms; information will be assessed regionally and nationally; and the results will be presented visually and with editorial at www.pc.ca. Loblaw expects the trends and conversations on the website to help influence President’s Choice marketing and product developers.