Loblaw enlisted Queer Eye and No Taste Like Home star Antoni Porowski ahead of the long weekend to sing the praises of Loblaw’s Thanksgiving ready-made comfort foods.

In a campaign created by One23West for the holiday, the Canadian culinary personality samples offerings such as Turkey Cranberry Sliders from the Loblaw Meals department.

According to the brand, the campaign illustrates the quality and convenience of the Loblaw Meals department’s ready-to-eat and prepared food offerings in a fun and engaging way.

“[Porowski’s] passion for tasty food and creating welcoming spaces perfectly aligns with our commitment to deliver delicious, convenient and quality meals that feel like home,” says Shelley Tangney, VP of marketing for supermarket at Loblaw.

Tangney tells strategy that Loblaw wanted to partner with Porowski for his authentic love and understanding of food along with his ability to uplift moods and create meaningful connections with audiences.

“His off-the-cuff, fun and personal style, combined with his long-standing appreciation for Loblaw as a beloved brand he and his family frequented, makes him an ideal partner for this comfort-food-centric campaign,” Tangney says.

Mintel consumer research from 2024 showed that 66% of Canadians regularly purchased ready-made meals from grocers, up slightly from 2022, with convenience and value identified as the key market drivers.

According to a study by the Agri-Food Analytics Lab at Dalhousie University released this month, the average Thanksgiving dinner for four in Canada costs $32.48, up marginally year-over-year, with side dishes, not turkey, driving incremental price increases.

The tactical media mix for Loblaw’s “From our home to yours” campaign was developed by the internal Loblaw Agency to leverage social platforms like Pinterest, Meta and TikTok, along with connected TV and OLV, Tangney says. The buy was supported by Loblaw Media.