Provigo scores three-year Habs sponsorship

Customers can win loyalty points whenever the Canadiens win a game

Montreal Canadiens fans will score extra PC Plus points on select items they buy at Provigo, Provigo Le Marché and Loblaws stores in Quebec after every Habs victory.

It’s all part of Provigo’s three-year renewal of its sponsorship with the Montreal Canadiens as the team’s official grocery store. The partnership began in 2013.

“Each time the Canadiens win, our consumers will win,” said Charles Valois, vice-president of promotions for Provigo and Loblaws Quebec of the “Earn points with every win!” promotion.

It gives the two million members of the PC Plus program in Quebec bonus points on the purchase of certain products after the Canadiens win a game. The points continue to be available until the team loses a game.

For example, if the Habs spoil the Toronto Maple Leafs’ home opener Wednesday night by beating the Leafs, consumers who buy 1-litre of Natrel chocolate milk at $2.99 gain an additional 1,000 PC Plus points, starting Thursday morning. Those who buy a 20-can case of Molson Canadian, Export or Dry gain an extra 300 points. Current deals also include Eska natural spring water and Lafleur sausages.

As part of the sponsorship, Provigo is also setting up two new President's Choice and PC Black Label Collection condiment bars at the Bell Centre's Club Desjardins.

The 2,656-seat Club Desjardins includes a private entrance, coat check, better quality seats, three private lounges, business centres and complementary food concessions.

Fans in Club Desjardins will be given original ways to dress up classic foods, with product offerings changing throughout the year.

“Given that meals are included, it was a perfect fit with our food positioning,” Valois says. “We decided to raise the food experience in that section.”

Provigo will also give out product samples to fans after some games.

As well, Provigo is spending $100,000 on team-related in-store promotions, which include drawings for Canadiens jerseys or tickets to games with the purchase of selected products.

Sixty pairs of tickets were already drawn for an exhibition game on Oct. 1 and there will be four other such promotions during the season, each lasting three or four weeks.

Provigo will also repeat its annual Provigo Practice by giving more than 15,000 tickets to Provigo customers for a team practice on Sunday, Feb. 21, 2016 at the Bell Centre. Tickets for the practice are given in groups of four “because we want it to be a family event.”

Provigo will advertise its sponsorship with the team in such media as La Presse+, the tablet edition of the Montreal daily. In addition, Provigo and President’s Choice banners will continue to appear on rink boards and on the Jumbotron at the Bell Centre.

The grocer was also present at the Canadiens’ annual golf tournament last month, with a  mobile store giving Provigo products to golfers.

The partnership with the Canadiens “allows us to communicate not only with our loyal clients but with potential new clients,” Valois says.

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