The President’s Choice PC Insiders Report is back for the summer and is coming to life online and in a bigger way in brick and mortar.
“With more copies of the report itself landing in-store, impactful in-store signage and a very large sampling program starting soon, we’re focused on bringing this to life in our stores with our customers,” said a Loblaw spokesperson.
The company boasts over 100 new products, recipes and entertaining ideas. pWork-based products are also being integrated into the entire range of computers, so Loblaw consumers can learn about all the options available, such as the grill, so they can make the right choice for them as they browse the products. The innovation will continue with the plant line, which already has more than 80 products in one of the largest ranges in Canada.
Kathlyne Ross, Loblaw’s VP of product development and innovation, says it’s “on a mission to bring new innovations” to kitchen tables, from plant-based options for the grill to the latest restaurant-inspired cocktails.
Some of the top picks include the computer pizza oven pizza, maple cedar salmon and plant-based chickpea and sweet potato burgers and pomegranate lemonade.
Last fall, the grocery banner opted for a multidimensional approach to relaunching Insiders’ Report when it became a print publication again, complete with in-store signage and holograms, and rolled into one. wider campaign on TV, OLV, screen and social networks.
Previously, marketing around the latest Summer Insider Report focused on yuzu, with ads focusing on products the company identified as the next big trending flavor.
In contrast, this year’s campaign – again starring Loblaw chairman and CEO Galen Weston – is all about breadth and variety, with more than 100 products the director can name, from cakes to fish to new lemonade flavors. .
Campaign media was handled by Loblaw Media with Dentsu as lead agency, and Public Relations handled public relations duties.
First launched in 1983, the PC Insiders Report began as a seasonal magazine highlighting products, trends and recipes ahead of the summer and holiday shopping season.
Computer products are available at Loblaw stores Canadaincluding Loblaws, No Frills, Real Canadian Superstore, Shoppers Drug Mart and Zehrs.