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06/01/2022

Galen Weston hypes PC products in summer push

Loblaw CEO is back to promote the grocer's PC Insiders Report and range of new products

It’s hard to miss the signs of summer—the weather is getting warmer, the days are getting longer and Loblaw’s just-released PC Insiders Report full of food and ideas for summertime fun.

In 2021, the Insiders Report and summer campaign was focused on new Yuzu PC products, but for 2022, Loblaw is emphasizing the sheer number of different products available.

The report, available digitally and in print, includes more than 100 new products, recipes, and ideas for entertaining during Canada’s short summer season. There’s a recipe for Pomegranate Lemonade Frosé, advice for making cedar plank salmon, frozen desserts and even backyard pizza ovens.

"We are on a mission to bring new innovation to your table—from plant-based options for the grill, to the latest restaurant-inspired cocktail, or a pizza oven at a great price—it's all arriving in our stores (and in the PC Insiders Report) for the summer," said Kathlyne Ross, vice-president of product development and innovation at Loblaw Companies Limited, in a release introducing the new Insiders Report.

The PC Insiders Report also serves as the inspiration for a larger advertising campaign. After bringing him back to its President’s Choice advertising earlier this year, Loblaw chairman and CEO Galen Weston is once again the star of the summer campaign with an enthusiastic message about just how much is in the report.

“Canadians need to know how many new, innovative and delicious PC products are arriving in our stores this summer, and our marketing strategy is focused on driving that awareness,” said Michelle Crowley, vice-president, control brand marketing, Loblaw Companies Limited, in an email to Canadian Grocer.

In a TV spot, Weston explains that the Insiders Report is out and has more than 100 products, but he’s only got 30 seconds to talk about it. He chooses to highlight the Decadent Double Chocolate Cream Pie.

“It’s guaranteed to make your summer over 500% better. Okay, I can’t actually say that, but you’ve got to try it,” he says, before he excitedly moves on to hype other products before he runs out of time.

Aside from the TV ad, there’s radio, and out-of-home advertising, a big in-store sampling push, and PC Optimum offers.