He’s been touting the benefits of PC ice cream, low-carb hamburger buns and the benefits of local produce as the Loblaw spokesperson for years, and now Loblaw’s Galen Weston is becoming the face of the retailer’s PC Financial brand too.

The personal finance brand has launched what it says is its biggest marketing campaign in 12 years, recruiting TV, print, online, in-store and OOH media to help spread the word. Focusing in Ontario with a secondary focus on national, the media plan started this week with the debut of the TV ads, which are slated to run for four weeks. Media was handled by ZenithOptimedia in Toronto while creative was handled by Toronto’s Bensimon Byrne.

Focusing on its no-fee chequing account, the TV spot starring Weston is the centrepiece of the campaign, marking the first time the Loblaw Companies executive chairman has represented the financial brand. The taglines for the campaign are ‘You hate bank fees. We don’t charge them. What a coincidence’ and ‘Saving you money one annoying bank fee at a time.’

The OOH strategy includes billboards and transit shelters geo-targeted at Loblaw retail locations in Ontario, running for eight weeks. PC Financial ads will also run online, and be promoted via direct marketing, as well as in-store signage and messaging at checkout counters.