Loblaw names new creative AOR to focus on PC brand

Loblaw has named John St. as its creative agency of record to focus on the President’s Choice brand. The WPP-owned agency replaces Bensimon Byrne, which held the account for more than a decade. In a statement to Marketing, Loblaw said “The brand, its promise, and its products have been brought to life for many years through the […]

Loblaw has named John St. as its creative agency of record to focus on the President’s Choice brand. The WPP-owned agency replaces Bensimon Byrne, which held the account for more than a decade.

In a statement to Marketing, Loblaw said “The brand, its promise, and its products have been brought to life for many years through the great work of Bensimon Byrne, Loblaw’s agency of record for over 10 years. The agency played a pivotal role in shaping a great era of President’s Choice. Its contributions are valued and will endure.”

It was on Bensimon’s watch that Loblaw executive chairman Galen Weston became pitchman for the private label brand, making his debut in a 2007 commercial for reusable bags, or what the grocer called “Canada’s greenest shopping bag.”

Weston has appeared in dozens of television commercials since, championing healthy, organic and ethical food and promoting PC products within those categories.

“We are incredibly proud of the work we have done for President’s Choice,” said Bensimon Byrne president Jack Bensimon. “The work has been incredibly effective by so many different measures, and we hope to get the chance to work with them in the future.”

Loblaw last held an agency review for the PC brand in 2008.

Bensimon Byrne was told last summer that Loblaw would begin to look at other creative partners, but continued to work with Loblaw until it was officially notified of the switch in February. Despite the loss, Bensimon said the agency is hiring thanks to expanded mandates for clients like Constellation Brands and Nestlé which works with the agency’s OneMethod division.

Bensimon Byrne’s most recent campaign for the brand launched in November in support of President’s Choice’s smartphone-friendly PC Plus rewards program – a one-to-one marketing initiative that tracks shopping patterns and offers deals accordingly.

Advertising Articles

Summer of Creativity puts agency pros in the hot seat

Taxi, Smith and others discuss increased client expectations and other issues

Freshii selects OneMethod for digital and social work

This marks the fast-food franchise's first digital and social agency of record

Zulu Alpha Kilo wins international award

Toronto shop named Ad Age's Small Agency of the Year for 2016

Ads You Must See: Samsung brings the world together

YouTube plays your personal soundtrack, but Samsung sings for everyone

Canadian Tire urges Canadians to step up in Olympic campaign

Rio effort includes three spots and extends the 'We All Play for Canada' platform

Brookline and Fountain Tire get rolling on anniversary tour

Calgary-based boutique focuses on growth with string of account wins and promotions

Salad King marks anniversary with food truck tour

Toronto restaurant to donate partial proceeds to Second Harvest

NKPR launches scholarship program

Toronto shop sets out to support the next generation of PR professionals

Red Lion named AOR for Cadillac Canada

Toronto agency will lead all Canadian advertising for the automotive brand