Loblaw is promoting the 40th edition of its PC Insiders Report with seasonal discovery messaging and a first-time link to its loyalty app.

“Under the rally cry of ‘Discover What’s Inside,’ our campaign is tapping into the ability for all of us to discover new delights inside ourselves – hidden passions and connections, while also discovering curious joys, truths and new tastes,” says Lindsay Cook, Loblaw’s VP, marketing, control brand, social media and loyalty marketing.

Cook tells strategy it has created a customer journey that begins with an emotive 30-second TV spot anchoring the campaign in a season of discovery, while introducing a few new hero products.

“With over 100 new products launching, we want to tell our customers all about them, we want them to know for example that our new PC croissants are made in France with 16 layers of butter, and we select the right moments to communicate these important product details in our campaign.”

According to Loblaw, to better serve its stakeholders and help them with holiday inspiration, it is giving its 16 million PC Optimum users direct access to the PC Insiders Report for the very first time.

“To continue to excite and reward our customers we have weekly points offers on our new holiday items, offering value to our customers as they prepare to entertain this season,” Cook says. “From there, we also have incorporated a stamp card gamification element that rewards customers 1,000 PC Optimum Points for purchasing a specific item, and once the card is complete customers will earn a bonus 4,000 points.”

As Cook explains, its digital strategy is to drive engagement and interaction with customers, incorporating polls and platform trends on Loblaw social channels.

An example she cites is a recent Facebook post that received over 20,000 comments when the grocer asked what PC product it should bring back next.

In addition, Cook says its physical stores come to life during the holidays with impactful themed displays and robust in-store sampling. “We challenge ourselves to elevate the retail experience and our signage is designed to help customers discover what’s new from PC this season.”

Contributing agencies are Leo Burnett, Loblaw agency, Advance by Loblaw, and Citizen Relations.