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

Following Shoppers Drug Mart’s dive into fresh

The retailer is adding fresh food to its offering. Is it just what consumers ordered?

Twist Image named digital AOR for Treasury Wine Estates

The WPP agency wins after a three-month, North America-wide review

Sport Chek goes grassroots with Toronto Raptors anthem

The retailer hits the court for the start of basketball season

O.B. tampons challenges women to ‘Give us one period’

Campaign aims to educate non-users and break down barriers to usage

Red Lion named AOR for Tbooth

Account win follows competitive review involving five unnamed shops

BC Hydro celebrates ‘Offtober’ with new campaign

This marks the Crown corporation’s first effort from Taxi Vancouver

Lowe’s tests customer service bots in the U.S.

Equipped with 3D cameras, the bots can scan and identify items

Molson shifts Coors Light to Rethink

Agency becomes lead for strategy, creative development, digital and social

Loblaw launches click and collect service

New website lets shoppers order from 20,000 items