Setup
Loblaws, a renowned Canadian supermarket chain with over 400 stores nationwide, operates under names like Zehrs, Valu-mart, Dominion, Your Independent Grocer (CityMarket), and Provigo in Quebec. Despite intense competition from discount retailers and premium grocers, Loblaws maintains its leadership by delivering a dynamic in-store experience and prioritizing freshness and quality.
Yet, as rising food costs put pressure on consumer budgets, effectively communicating this value proposition becomes more demanding. How can Loblaws retain its loyal following while reframing affordability for cost-conscious shoppers, making it both more accessible and genuinely meaningful?
Strategy
Year-round seasonal campaigns are crafted to reinforce the idea that Canadians from all walks of life can enhance their well-being. This focus on inclusive representation is woven into every creative element, spotlighting Loblaws’ key commitment: delivering fresh, high-quality products, a standout in-store experience, and bringing food enthusiasts together.
Through a blend of in-store and at-home storytelling, Loblaws assures customers that the ingredients they need are always within reach. Alternatively, shoppers are encouraged to visit their local store, where a wide variety of products can inspire their next delicious recipe.
Evergreen Photography
Images spotlight each grocery department's freshness, variety, and quality with distinct styling that articulates the brand’s visual identity, suitable for year-round use. Diptychs pairing macro shots of raw ingredients with beauty shots of prepared dishes inspire product versatility.
Summer Spots
A two-part social ad is scheduled to align with different times of the day, promoting get-togethers both during daylight hours and into the evening.
Winter Campaign
Practical holiday solutions are showcased in online and radio spots, offering convenient meal options for busy gift-wrapping sessions and appetizers that create the ideal Christmas ambiance.