Loblaw Wants President’s Choice Consumers to ‘Crave More’
Crave MoreTM is the rallying cry as Loblaw Companies Limited ushers in a new era for President's Choice, Canada's number-one consumer packaged goods brand, according to Nielsen’s Market Track sales statistics. The nation’s largest retailer is encouraging it customers to expect more from their food, in an age when consumers are caring and conversing more about the value, quality, taste, sources, ingredients and excitement of what they eat.
Frozen foods figure significantly in the Loblaw’s private label product profile, with offerings ranging from President’s Choice Salmon Wellington and Lamb & Beef Kofta to Blue Menu Vegetarian Scallopine and Pumpkin Pie Ice Cream.
In support of the store brand's new era, Loblaw on September 18 launched what the Brampton, Ontario-headquartered company called the “most ambitious and comprehensive campaign in its history: a modified brand position, an innovative television and print campaign, and a re-imagined digital and social media presence.”
It has also 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.
"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, executive chairman and president of Loblaw Companies Limited. "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."
He continued: "The President's Choice brand has led and served Canadian taste buds and food interests for three decades. 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."
The launch of Crave MoreTM is supported with a re-imagined digital and social media presence. The pc.ca web site is now oriented to initiate and host exploration of food trends, led by video, editorial and images. The site will also 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™. 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 pc.ca.
It is expected that the trends and conversation on pc.ca will help influence President's Choice® marketing and product developers.