Loblaw’s PR push for PC burgers

The campaign tasked chefs with creating a burger using PC products

Loblaw’s President Choice brand recently teamed up with chefs from across Canada to create regionally inspired hamburgers for the barbecue season.

The “Ultimate Burger” PR campaign tasked chefs with creating a burger using PC products launching this summer. Chefs were encouraged to put a regional and creative spin on their burgers. For example, in Atlantic Canada, Craig Flinn, owner of Chives Canadian Bistro and Two Doors Down in Halifax, created the Fog Buster Scallop Bacon Burger using PC Nova Scotia Wild Sea Scallops and topped with new PC Naturally Smoked Bacon Rounds.

“There’s increasing PR power in regional information and there’s even greater power in local voices discussing local tastes, which is something I think we achieved beautifully here,” said Kevin Groh, vice-president of corporate affairs and communication at Loblaw Companies Ltd.

“The program works regionally and it works nationally, but if it really does its job, we’ll see people customizing their own burger that best represents their neighbourhoods or even their families.”

In B.C., chef Dino Renaerts, partner and executive chef at The Bon Vivant in Vancouver, created the West Coast Mediterranean Portobello Burger; in Alberta, food writer Dan Clapson dreamed up the Spice of the Prairies Burger made with PC Free From Bison Burgers; and Rob Bragagnolo, executive chef at Toronto’s Marben Restaurant created the Great Lakes Guac and Gouda Burger.

The chefs will be doing media tours in their local markets to showcase their regional creations. “We traditionally don’t use celebrity spokespeople, but the chefs are a great local voice with a unique knowledge of local tastes,” said Groh. “So it’s a good fit with the brand, which is about authenticity and a deep appreciation for food.”

Loblaw worked with its PR agency, Hill + Knowlton Strategies, on the campaign.

Brands Articles

Going for the sentimental shoppers

Why food brands are turning to anthropology to tug at Canadians’ heartstrings

McDonald’s profit, sales decline amid ongoing struggles

Fast food giant launches “Our Food. Your Questions.” in the U.S. to improve image

Montreal Canadiens draft Jay Baruchel for fan club launch

NHL team launches Club 1909 to connect with fans around the world

Kraft Peanut Butter brings iconic bears to life

Peanut butter brand introduces plush toys as part of its “Stick Together” campaign

Sears strikes leasing deal with U.K. fashion retailer

Primark to open seven standalone stores in U.S. malls

On the Move — Weekly Roundup

A recap of who’s headed where in Canadian marketing communications

Redefining the mini-meal

Shoppers looking beyond classic snacks like chips and cookies

Air Miles focuses on storytelling in new video

Campaign turns user-generated content into branded content

Mr. Sub selects Tag Franchise for a brand refresh

The quick-serve submarine chain is ready for change