President’s Choice PC Insiders Report is back for the summer and will be revived online and in a bigger way in brick and mortar.
“From more copies of the report itself landing in-store, to effective in-store signage and a very large sampling program starting soon, we’re focused on bringing this to life with our customers, in our stores,” said a Loblaw spokesperson.
The company boasts over 100 new products, recipes and fun ideas. pLant-based products are also integrated into the entire computer assortment, so Loblaw consumers can know about all the options available in, for example, grilling, so they can make the choice that is right for them as they browse the products. Innovation continues with its plant-based line, which already has more than 80 products in it, for one of Canada’s largest assortments.
Kathlyne Ross, Vice President of Product Development and Innovation at Loblaw, says it is “on a mission to bring new innovation” to kitchen tables, from plant-based options for the grill, to the latest restaurant-inspired cocktails.
Some of the best options are computer pizza oven pizza, maple cedar planked salmon and plant based chickpea and sweet potato burgers and pomegranate lemonade.
Last fall, the grocery banner chose a multidimensional approach to relaunching the Insider Report when it again became a print publication, complementing it with in-store signage and holograms, and included as part of a wider campaign on TV, OLV, screen and social.
Before that, marketing around the latest Summer Insider Report was very focused on yuzu, with ads heavily focused on products that incorporated what the company identified as the next big trending flavor.
By contrast, this year’s campaign – again with Loblaw chairman and president Galen Weston – is all about scope and variety, and the execution is quick to mention as many of the more than 100 products as possible, from cakes to fish to new lemonade flavors . .
Media on the campaign was handled by Loblaw Media as lead agency with Dentsu, with Citizen Relations handling PR engagement.
First launched in 1983, the PC Insiders Report began as a seasonal periodical that highlighted products, trends and recipes ahead of the summer and holiday shopping seasons.
Computer products are available at Loblaw flagship stores trans Canadaincluding Loblaws, No Frills, Real Canadian Superstore, Shoppers Drug Mart and Zehrs.