Loblaw's campaign celebrates connections through food
President’s Choice is out to show the strong connection between food and family.
In conjunction with Canada’s 150th anniversary, the brand premiered a new two-and-a-half-minute film on Jan. 1 at the Centennial Classic hockey game.
The film is part of President’s Choice #EatTogether mission
It begins with a woman riding in the elevator in her apartment building, perturbed by the number of people around her distracted by their electronic devices. She convinces her roommate to set up a large dining table in the apartment hallway, eventually enticing the other tenants to bring out their own food and join the dinner party.
“Nothing brings us together like eating together,” reads a tagline at the end of the film, followed by the “Crave More” and official 150th logo.
According to research done by the PC team, only 38% of Canadians eat together four to six times per week. On top of that, 45% of Canadians watch TV while eating, while 15% listen to the radio and 14% use the internet while eating.
The Eat Together film is meant to celebrate time spent together over food and the power it has to bring together diverse communities.
According to President’s Choice, the film has been viewed more than 11 million times, with seven million of those on social and digital channels. With over 27,000 shares, it’s the most viewed video in Loblaw history.
Throughout 2017, President’s Choice intends to embark on a mission to get Canadians to eat together. Sponsorships, experiential activations, PR support, social media and television ads will all be part of the campaign, which will run from January through Canada Day.
The #EatTogether campaign has a dedicated microsite that showcases social media posts that Canadians have tagged as meals they're sharing. "Whether it’s poutine, pad thai, paella or perogies, nothing brings us together like eating together," the microsite reads.
According to an article in the Globe and Mail, Loblaw is not abandoning the “Crave More” advertising campaign it launched more than two years ago. It is experimenting with a larger storytelling approach that uses emotion to create attachment to the brand.
According to President’s Choice, the film has been viewed more than 11 million times, with seven million of those on social and digital channels. With over 27,000 shares, it’s the most viewed video in Loblaw history.