Loblaws Debuted Its Gluten-Free Range at a "Fake" Bakery in Montreal

By: Rebecca Byers - Mar 30, 2016
References: strategyonline
A recent publicity stunt carried out by Canadian grocery retailer Loblaws tricked unsuspecting consumers into testing out the brand's private label's gluten-free product range. Setting up shop in Montreal, the President's Choice experience conveniently left out the fact that the shop wasn't a real bakery and that all pastries and sweets were packaged products from the range.

The clever stunt was designed by Loblaws and Toronto-based ad agency John St, while the event also gave way to a commercial that's now being circulated as the social media portion of the campaign.

The clever publicity stunt from Loblaws and John St is also a great opportunity for the President's Choice brand to highlight the great value offered in the gluten-free range.