Loblaw modernizes President's Choice message via new campaign


BRAMPTON, Ontario — Canada’s Loblaw Cos. is ushering in a new era for its President's Choice consumer packaged goods brand and launching the “most ambitious and comprehensive campaign in its history,” the retailer announced.

The campaign includes a modified brand position, a television and print campaign and a re-imagined digital and social media presence. It also has re-invented its 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.  

"The President's Choice brand has led and served Canadian taste buds and food interests for three decades," said Galen Weston, executive chairman and president of Loblaw. "We've never witnessed a time when our role as a food manufacturer and retailer has meant more. 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."

Marketing of the “Crave More” rallying cry begins on Thursday 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 Weston in the President's Choice kitchen declaring, "If you don't search for more, you'll never find it."  This ad will be followed by a second, which 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.

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