The citrusy fruit—“Imagine lime, lemon, and orange had a sweet mysterious little baby,” said actress and comedian Ann Pornel in the TV ad—is featured in eight different products in the just released President’s Choice Insiders Report, including lemonade, cheesecake and a cold brew coffee.
“This is a flavour that makes anything from coffee to cheesecake to hot sauce better,” said Nameth.
With the product line available now, Loblaw is putting yuzu front and centre in its communications campaign that launched last week.
“Meet yuzu: you’ll want it in everything,” is the headline on landing page of the Insiders Report. In an email to PC Optimum members, Loblaw president Galen Weston also puts the focus on yuzu. “I tried it. And I’m kind of obsessed,” reads his note. “It reminds me of when President’s Choice launched our PC Memories of Szechwan Peanut Satay Sauce in 1991. It quickly outsold ketchup!”
There will be a large, multi-media advertising campaign to promote the new yuzu products and, beginning later this week (May 29), a TikTok challenge using the hashtag #DoYouYuzu and asking consumers to “use the product in unique ways,” said Nameth.
“It's not just an advertising campaign. It's really to spark conversation with the TikTok community, and invite people to get really creative with our products and our yuzu products in particular,” she said. “Because our belief is there's really no one way to yuzu.”