Who: Real Canadian Superstore, with One Twenty Three West for strategy and creative, Le Loi for production (directed by Les Garcons), post production by Shed Post and Grayson Music, with media by Dentsu and Loblaw Agency.
What: “Save For Real,” a new brand platform for the Loblaw Companies Ltd.-owned brand that delivers a great selection/great value message.
When & Where: The campaign is live now, running nationally on TV, radio, and online as pre-roll and social videos.
Why: While Real Canadian Superstore has always emphasized value, there’s a “now more than ever” element to this campaign that reflects the increases to shoppers’ weekly grocery bill being caused by inflation. The focus on this campaign is to remind them that Real Canadian Superstore has a wide range of ways to save, not least of which is high-quality products at a great price.
“While our message is one of value, we wanted to make sure the campaign connects on a deeper, more emotional level too,” said Dorothy Lee, Real Canadian Superstore’s senior director of brand marketing, in a release.
How: The anchor spot brings a grocery store flyer to life, with each square of the flyer showing different ways shoppers save at Superstore—from ad match pricing, to “club size” purchases, to PC Optimum points redemption.
“The central theme is that Real Canadian Superstore delivers real savings in so many ways,” One Twenty Three West co-founder and creative director Bryan Collins told The Message. “It’s about still living well, even in these tough economic conditions. It’s not only real savings, but it’s about real life. We tried to represent all Canadians and show moments that feel relatable but also still very fun.”
They created the ad/flyer with each scene or scenario taking place in squares that were 1:1 or 9:16 aspect ratio, enabling them to be easily used in social and digital inventory. One Twenty Three West also worked closely with Loblaw’s in-house agency, from creative development to production, to ensure the campaign launch is integrated across all platforms, said Collins.
And we quote: “Life can be stressful and full of surprises. We want people to feel confident when they shop with us, not just that they’re finding the widest selection, but that they’re getting a great deal.” —Dorothy Lee, Real Canadian Superstore’s senior director of brand marketing