download the PDF version - Strategy

GOLD INTEGRATION
Loblaw serves up summer
Summer barbequing is a beloved tradition
for Canadians. As the weather changes,
shoppers fill their baskets with summer
essentials, such as burgers, buns and
condiments. Loblaw wanted to establish
its stores as a community hub during the
season, launching its inaugural “Summer is
Served” affair.
The event kicked off with the President’s
Choice BBQTown tour in April of 2012,
created in partnership with Shaw Media,
with Launch! and Mosaic Group on
the execution. The national promotion
encouraged Canadians to nominate and
vote for their communities online for a
chance to win a stand-alone barbeque event
which included a concert from Canadian
band Hedley, as well as a Guinness World
Record attempt at the “Most hamburgers
assembled in an hour” and a donation of
$25,000 to the President’s Choice Children’s
Charity. Nine communities were nominated,
with Chatham, Ontario winning the grand
prize event held in August at Tecumseh Park.
The retailer took the promotion closer
to stores for those who missed out on the
tour, launching the CheckOut program
in over 100 store parking lots across the
country and surprising shoppers with
samples of President’s Choice ice cream,
Schneider sausages, Pepsi and Banana
Boat sunscreen. Shoppers also had the
chance to win a Fiat. The event extended to
approximately 800 stores nationally with flyer
and digital integration, in-store sampling,
special offers and point-of-sale signage to
clearly identify summer essentials.
Results showed “Summer is Served”
was a success, with President’s Choice
BBQTown generating 83 million mass
media impressions, over 850,000 consumer
intercepts and 150,000 deep experiences.
In total, more than 130,000 President’s
Choice product samples were distributed
to approximately 47,000 attendees. In
addition, the CheckOut program generated
over 37,000 consumer intercepts and
23,000 deep experiences, and approximately
530,000 samples of President’s Choice and
national brand products were distributed to
over 53,000 attendees.
Credits: Client Loblaw Companies; Agencies Launch!, Mosaic Group; Shopper marketing Wes Brown, Melissa D’Amico; Brand marketing Ryan Brown, Roxanne Nodello;
Media Fiona Gallagher
SILVER INTEGRATION • SILVER ORIGINAL IDEA
Maynards customizes candy
Candy is the ultimate impulse buy, and so
the category is highly competitive with new
products introduced every day. Overcoming
the challenge of category competition was
only half the battle for Maynards, which was
also looking to build umbrella brand affinity
and awareness amongst elusive millennials.
Thanks to reality TV and YouTube,
we live in a world where anyone can be
famous. Many young people are cultivating
themselves as pseudo-celebrities and have
a deep desire to be discovered. The “Make
Your Face a Maynard” program capitalized
on this obsession.
The campaign, created by The Hive,
invited consumers to engage with Maynards
by giving them the chance to become an
actual candy, sold in stores across Canada.
A cast of silly characters were featured in
OOH that spanned transit, malls and movie
theatres, alongside TV spots and online
ads. Special packaging and in-store displays
rounded out the brand experience, and all
communications drove to the Maynards
Facebook page where they could digitize
their face into a Maynards candy.
The campaign ran from mid-July to the
end of September 2011, generating over
nine million earned media impressions.
Over 50,000 new fans joined the Facebook
page to create thousands of candy faces,
and after the program ended, an additional
50,000 new fans joined the page to plead
with the brand to bring back the contest
for another year. More importantly, the
program drove purchase intent (+22%),
unaided brand awareness (+24%),
relevance (+16%) and uniqueness (+24%),
surpassing expectations.
Credits: Client Mondelez Canada; Agency The Hive; Director of marketing Mackenzie Davison; Brand manager Jessica Sheth; CCO Simon Creet; AD Brad Van Schaik;
CW Klint Davies
28 www.strategyonline.ca