Loblaw anchors summer campaign around its Insiders Report

Stewart Samuel
Program Director - Canada
@RetailAnalysis

Date : 19 May 2020

We look at Loblaw’s plans to bring back its Insiders Report this summer and how this aligns with the shifts underway due to the coronavirus pandemic.

The kick-off to the seasons

Loblaw’s Insiders Report is almost an institution in Canada. Historically, this has been published around the Christmas and summer seasons, showcasing the retailer’s new private label ranges and inspiring Canadians with new meal ideas. The booklet was the “kick-off to the big seasons.” Over recent years this has evolved into a digital presence spotlighting new products, but with the lock-down driving many consumers to have a stronger focus on what they’re eating, the retailer is bringing it back this summer.

Source: Loblaw

Focusing on larger food issues

The fully-digital version will focus on the latest food trends, recipes and new products along with a more in-depth focus on the larger food issues that Canadian are curious about. The launch is being supported by a TV and digital campaign fronted by the retailer’s executive chairman, Galen Weston. While he has been the face of the brand for several years, he has taken a prominent role during the coronavirus crisis, providing a very measured and calm outline of the steps the retailer has been taking to protect its associates and consumers, run safe stores and support the communities within which it operates.

Five food trends

The campaign is being built around five key food trends:

  • Flexitarianism
  • Nostalgia made new
  • Cool cocktails
  • Hack your pantry
  • Think pink

Capturing the moment

Emphasising its foodie credentials through the Insiders Report aligns with the increased focus by consumers on food preparation, recipes and home baking during the lock-down period. With most meals being prepared and eaten at home, consumers have been looking for inspiration and new ideas. Many restaurant brands have been sharing their recipes to help consumers prepare their favourite dishes at home, while others have created bake-at-home versions of key products. Loblaw recently opened its separate PC Insiders Project, to non-members. This features food related content including shows, articles, podcasts, how-to-videos and favourite recipes. With large-scale gatherings likely to be off the agenda this summer, focusing on smaller, at-home social events centred around food aligns with the retailer’s food strategy and “Crave more” positioning.

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