Loblaw CEO Galen Weston is back as a Loblaw pitchman, this time extolling the virtues of PC Coffee.
In a campaign that includes TV, online, in-store, digital and social, Weston’s pitch for President’s Choice coffee is interrupted by producers correcting his phrasing, “the best,” a superlative that the legal team won’t let him use. At the spot’s coda, an exasperated Weston offers consumers their money back if they don’t share his view.
“We know Canadians love coffee, and we are confident they’ll love the great taste of PC coffee, which is why we’re offering a money-back guarantee,” says Michelle Crowley, VP, marketing, Loblaw. The company, she adds, has a robust coffee sampling plan in stores to drive trials, and also has signage throughout highlighting the guarantee.
Jim Wortley, ECD for Loblaw, tells strategy that when filming the TV spot, there was an off-camera discussion with Weston around language restrictions. “We decided to capture it on film, which we then used for social media,” Wortley says. It’s a behind-the-scenes, unscripted, first-hand glimpse into his passion for the product, Wortley says, adding that the campaign has provided opportunities to extend the creative, which in this case featured a debut on TikTok.
This is the latest in a series of Weston-starring ads Loblaw has released this year in video and audio. It began with the launch of the “#HeyPC” campaign, where Weston encouraged shoppers to share stories of their favourite President’s Choice purchases, and has since featured spotlights on specific products, things like the PC Insider’s Report or the ways PC helps shoppers saved money (which included a tie-in with No Name that mimicked that brand’s ads).
“Earlier this year he returned as our lead spokesperson in our marketing efforts and the response has been very powerful and positive,” Wortley says, and that he’s able to communicate in a meaningful and authentic way.
The spot references new packaging for PC Coffee that hit shelves earlier this year. It is fibre-based, rather than the bags or round containers most consumers are familiar with. Crowley tells strategy that as part of a growing effort to address environmental issues the company has established packaging commitments to help fight climate change. Moving towards fully recyclable and reusable product packaging is important to the grocer, and this new packaging is helping it get there.
Crowley says that by 2023 all of its PC and No Name ground and bean coffee products will have transitioned to the new sustainable packaging.
Given the broad range of Canadians that drink coffee, Crowley says Loblaw chose a media mix that would drive strong reach while connecting in a relevant way with many diverse customer segments.
According to Crowley, coffee consumption at home was emphasized during the pandemic and that its customers continue to want to brew great tasting coffee in the comfort of their own kitchens.
Loblaw’s own internal teams handled creative and media, with support from Merchant, Philistine, Alter Ego and Eggplant on production, and PR by Citizen Relations.
