This month Loblaw is launching a campaign around its new Everydayliving store section, the first major change from category creative director Joseph Mimran, the fashion magnate who was named to the post in mid-2010 following the knock-’em-dead success of his Joe Fresh clothing line.

The new section brings together all of Loblaw’s non-food items into a one-stop shop for its target audience of mothers with approximately two kids, says Craig Hutchison, SVP, marketing and PR, Loblaw.

The section includes Joe Fresh clothing and beauty lines, TeraGear camping products, Everyday Essentials kitchen tools, a Photo Studio and J±, a small electronics and stationery line set to launch in fall 2011.

A catalogue to promote offerings in the section was recently distributed to three million homes nationwide. The new store section is also being supported with the first non-food television commercial for the company, says Hutchison.

ZenithOptimedia did the media buy and Bensimon Byrne handled the creative for the commercial, which will run for three weeks on English specialty channels including Food Network Canada during Top Chef, HGTV during House Hunters and Property Ladder and W during movies and daytime programming.

The introduction of the Everdayliving section into Loblaw tightens the non-food side of the business, says Hutchison.

“The strategy is to bring a more cohesive branding to the non-food business,” he says. “It brings an atmosphere that is about mom and her shopping. And it brings all the different departments under one umbrella.”

Loblaw stores have been converted to include the new Everydayliving section in British Columbia, Ontario and Quebec. The campaign supporting the new section also includes in-store signage and flyers.