Loblaw screen time packs powerful punch with customers

Loblaw's latest TV campaign with the Food Network targeted thousands of Canadians across the country with the promise of the ultimate free barbecue for up to 5,000 people. Hundreds of communities participated and the company says consumers can expect to see more of these types of promotions in the future.

"Our goal with the PC BBQ Town was to inspire Canadians to rally their communities and celebrate BBQ season in Canada, and the level of engagement has been tremendous," said Allan Lindsay, VP brand marketing, Loblaw Companies Limited. "We view these partnerships as an important way of engaging with our customers and extending our brand message."

This is one of several initiatives with the Food Network for Loblaw who is also involved in the reality TV service Recipes to Riches which airs its second season this fall. The PC BBQTown partnership evolved from the President's Choice Summer tour which began two years ago and was launched as a way to showcase PC products for the barbecue.

"This is a great way for Loblaw to leverage their private label products and also an opportunity to show their national presence," said Stewart Samuel, senior business analyst at IGD.  For retailers using TV marketing opportunities, he says it's all about increasing brand visibility and reaching out to new shopper groups.

While Loblaw is leading the way in this arena in Canada, Samuel says Walmart's tie with the Masterchef series in the U.S. is another good example of a retailer doing it right.