Loblaws' President's Choice Discoveries Platform Stuns Food Fans
Jana Pijak — July 20, 2015 — Marketing
References: marketingmag & discoveries.presidentschoice
Canadian grocery retailer Loblaws impressed millennial consumers with the recent launch of its "Crave More" social media campaign and foodie-focused President's Choice Discoveries platform.
In addition to featuring recipes, decor trends and tips for those who love to entertain, the President's Choice Discoveries platform is also a way for Loblaws customers to save money and get access to exclusive deals. This foodie-focused social network is not only a smart marketing move for Loblaws -- whose in-house President's Choice range has been re-branded to appeal to urban foodies -- but is also a way to give the grocer's consumers a feeling of exclusivity.
The retailer's "Crave More" campaign connects foodies across Canada and was launched with a signature loyalty card. In addition to offering savings and exclusivity, this marketing move transforms PC from an inexpensive grocery staple into a lifestyle brand that appeals to millennials.
In addition to featuring recipes, decor trends and tips for those who love to entertain, the President's Choice Discoveries platform is also a way for Loblaws customers to save money and get access to exclusive deals. This foodie-focused social network is not only a smart marketing move for Loblaws -- whose in-house President's Choice range has been re-branded to appeal to urban foodies -- but is also a way to give the grocer's consumers a feeling of exclusivity.
The retailer's "Crave More" campaign connects foodies across Canada and was launched with a signature loyalty card. In addition to offering savings and exclusivity, this marketing move transforms PC from an inexpensive grocery staple into a lifestyle brand that appeals to millennials.
Trend Themes
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Social Media Marketing — Using social media platforms to connect with food enthusiasts and create a sense of exclusivity for consumers.
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Lifestyle Branding — Transforming a grocery retailer into a lifestyle brand that appeals to millennials through curated content and exclusive deals.
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Influencer Marketing — Leveraging foodie influencers to promote the President's Choice Discoveries platform and drive engagement with millennial consumers.
Industry Implications
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Retail — Using food-focused social networks to enhance customer loyalty and drive sales in the grocery industry.
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Food and Beverage — Creating opportunities for product discovery and promotion through the President's Choice Discoveries platform, targeting food enthusiasts.
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Marketing and Advertising — Harnessing the power of social media campaigns and influencer marketing to build brand awareness and engagement in the food industry.
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