Master Choice promo

The great Atlantic and Pacific Company has launched a major marketing communications program in support of its Master Choice private label products.The Master Choice label involves more than 400 products sold through A&P, Dominion, Miracle Foodmart, Ultra-Mart, Sav-A-Centre and Super Fresh...

The great Atlantic and Pacific Company has launched a major marketing communications program in support of its Master Choice private label products.

The Master Choice label involves more than 400 products sold through A&P, Dominion, Miracle Foodmart, Ultra-Mart, Sav-A-Centre and Super Fresh food stores across Ontario.

The communications program, handled by Toronto-based The Bulldog Group, is built around a new magazine titled Great Taste.

About three million copies of the glossy magazine went out as inserts in 12 Ontario daily newspapers including The Toronto Star, The London Free Press and The Ottawa Citizen.

The magazines were also distributed in-store.

The magazine provides editorial detail on the range of Master Choice products.

The communications campaign included extensive in-store poster and signage support, shelf-talkers, radio advertising promoting the magazine, parallel staff and consumer contests, as well as a service education and training program. MS