In 2019, Loblaws unveiled its first brand campaign, celebrating the idea that “if you love food, you’re a food lover.” The campaign embraced customers without judgment, creating a welcoming space for all food lovers—whether they eat canned cranberry sauce or make it from scratch. Starting with John St. for Easter, the campaign grew to include full creative and production in-house for the first time, with TV spots for Summer, Thanksgiving, and Christmas. The campaign spanned the entire funnel, incorporating TV, signage, flyers, and social/digital assets.
