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

BMO unveils first campaign from Y&R

A new, employee-built tagline is designed for Canadian and U.S. markets

Supermarket chain battles criticism over World War I ad

Sainsbury's four-minute television spot depicts the 1914 Christmas Truce

Best Buy posts unexpected sales gain, prepares for holiday deals

Best Buy CEO: Holiday deals will be more "balanced and targeted" this year

Frank & Oak gets into home decor with Etsy collection

Menswear retailer experiments with handmade home goods

Ford Canada hits the streets of Montreal in new web series

Brand focuses on one of the most important small car markets: Montreal

Dairy Farmers of Canada and W Network’s cheesy campaign

Holiday effort from m2 targets ‘zestfuls’

Target Canada focuses on holiday sales, then its future

Signs of improvement outlined in the company's third-quarter report

Metro boosts Q4 profit, revenue and same store sales up

Montreal retailer posts $115.6-million profit

Kiip launches white label loyalty solution for brands

Platform helps marketers offer specialized rewards for new or loyal users