Who: Loblaw Companies Ltd., with Leo Burnett for creative and strategy, along with the in-house Loblaw Agency; Citizen Relations for PR; Pirate for audio; and Advance by Loblaw for media.
What: “What will you discover inside,” a campaign marking the 40th anniversary of Loblaw’s popular “PC Insiders Report” for the holidays.
When & Where: The campaign is live now with a range of assets—from upper-funnel awareness 30s, to shorter product focused 15- and six-second spots. Creative is running in French and English as well as some targeted in-language multicultural marketing. While digital versions of the report aren’t new, Loblaw created an enhanced digital version this year and, for the first time, the entire report is available in the PC Optimum App.
Why: Loblaw positions the Insiders Report as the go-to manual for hosting parties, festivities, and general merriment during the holiday season, showcasing products and recipes for easy entertaining—like a grown-up version of the Christmas catalogues that many of the target shoppers enjoyed in their youth.
For 2023, Loblaw is emphasizing the 40th anniversary of the “Holiday Insiders Report,” including 100 new PC products and 12 returning customer favourites. For the advertising—the first from Leo Burnett—Loblaw wanted to focus on the joy and delight that people feel when they open the report and peek inside.
“It’s about building more meaningful relationships with our customers,” said Joel Leavitt, senior director of marketing, control brands, Loblaw Companies Limited. “The holidays are magical, and we wanted to embrace a sense of wonder that comes with discovering new things.”
How: “You’ll see a more emotive style with this campaign that has us connecting with moments in customers’ lives,” said Leavitt.
The anchor spot opens with the camera looking out at people staring into an assortment of different objects—snow globes, a wishing well, a piano, a Christmas cracker, and a gift box—and being surprised and delighted by what they find inside.
It’s backed by a jazzy rendition of “Pure Imagination,” a song made famous by Gene Wilder in Willy Wonka & The Chocolate Factory—“Take a look and you’ll see into your imagination,” a woman sings, as a young man pulls a glittery high-heel shoe from a box and a smile spreads across his face.
The same joy and happiness is maintained as the ad shifts to people enjoying some of the food spotlighted in the Insiders Report. “It’s amazing the things we discover when we are open to them,” says a voiceover. “The PC Holiday Insiders Report is here. What would you discover inside.”
“The idea was to bring Canadians into the world of discovery with our 30[-second] TV spot, exploring discovery both within themselves and new experiences, transitioning to discovery of the pages of the PC Insiders Report,” said Leavitt.
Apps on apps: While digital versions of the report aren’t new, Loblaw created an enhanced digital version this year and, for the first time, the entire report is available in the PC Optimum App.
“We are always evolving how we can better serve our customers, which includes making it easy to see what’s new in our stores and helping them get inspired for the season, right from their phones,” said Mary MacIsaac, senior vice-president, Loblaw Brands and Marketing, Loblaw Companies Limited.