Coronavirus (COVID-19): Loblaw opens its PC Insiders Project content to non-subscribers

Date : 15 April 2020

Loblaw is providing non-subscribers with temporary access to its exclusive online food content platform, PC Insiders Project.

Subscription-based service

Loblaw has temporarily unlocked the exclusive content site that it has developed for members of its PC Insiders initiative, a subscription-based service. Launched nationally in 2018, this provides members with access to a range of perks, including free online delivery for its non-food websites and free pickup for its online grocery service, PC Express. Members pay an annual fee of $99 or $9.99 per month.

Source: Loblaw

Aligned with brand purpose

An integral part of the service is its PC Insiders Project. This offers members exclusive food related content including shows, articles, podcasts, how-to-videos and favourite recipes. It also includes a cooking school. This is a new series featuring exclusive videos from Canada’s top chefs, made from their home kitchens, on their phones. This aligns with Loblaw’s focus on food and its “Live Life Well” purpose.

Building trust and goodwill

With consumers making more meals at home, this is a great resource and source of inspiration, at a time when they are increasingly looking for new ideas. As virtual events, remote working and education, along with entertainment streaming take a larger role in the lives of Canadians, the ability to provide this content online, will generate further trust and goodwill for the retailer and the PC brand.

Creating exclusive content

The support which companies are providing through the coronavirus pandemic will be remembered, and likely rewarded, once the situation improves. Several other companies have focused on providing video-based content over recent weeks. US-based retailer Hy-Vee has created online fitness programmes for kids while restaurant chain, Wagamama, has launched a new online series, ‘Wok from Home’, which shows viewers how to recreate some of its most popular dishes.

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