Shopper Innovation Awards: Loblaw’s tailored loyalty program

The grocery retailer created a loyalty program, PC Plus, that gives points based on individual shopping habits.

This story appears in the May 2015 issue of strategy.PC_Writeup-1

Silver: Changing Behaviour
Silver: Loyalty
Silver: Path to Purchase

Consumers have so many loyalty card options, from movie theatres to grocery stores. So when President’s Choice decided to launch its own rewards program, the brand knew it needed to change how Canadians think about loyalty.

PC Plus is a truly digital and personalized rewards program. To promote it, Bimm collaborated with Loblaw and executed a national campaign across Canada.

With the brand’s mantra of “We love food” in mind, the agency developed the PC Plus name, the logo and full branding. It used rich, authentic food photography as a tie-in to the brand’s positioning. From there, the campaign extended to flyers, newsprint, radio, in-store and online. The brand even took to the skies to spread the word with a hot air balloon stunt.

The program is on track to exceed its objective of delivering incremental sales. PC Plus members are shopping more often and have increased their trip frequency by 15%. There has also been a 20% increase in depth of category, resulting in top-line sales revenue growth.


Advertiser: Loblaw
Agency: Bimm
CCO: Roehl Sanchez
CWs: Meaghan Vigar, Sara Nicholson, Chris Davies
ADs: Agostino Guastella, Mark Rawlinson, Niki Snjaric, Steph Simms, Andrew Yeung
Agency producer: Scott Keeling
Account director: Angela Lowe, Alyssa Huggins
Account executive: Sara Spears