Loblaws Cos. has launched a campaign for President’s Choice brand products and a new tagline, ‘Food Means the World to Us.’

John Lederer, Loblaws executive vice-president, told Strategy in February the company was in the planning and testing stages of a new advertising strategy.

Lederer could not be reached to verify whether this campaign is the result of that work.

A creative consultant, rumored to be Bill Durnan, of Durnan Communications, has been collaborating with Periana Productions, Loblaws’ in-house studio over the past few months.