Loblaw Looks to Reality TV for Store Brands Innovation

SHARE:

Email

Print

LinkedIn

Facebook

Twitter

October 25, 2011

Loblaw is making an appearance on reality television, but not as a sponsor. The Canadian retailer is the host of a new show where contestants compete for the chance to create a new President’s Choice product.

“Recipes to Riches” debuted on the Food Network Canada Oct. 19. The show will run a complete season and each episode features three Canadian home cooks competing to win the favor of the judges and the chance to have their dish produced as a new President’s Choice product sold at Loblaw stores. The cooks will also win $25,000 and be eligible for a chance at a $250,000 grand prize.

In all, 21 cooks will create a different menu item each week. The premier episode pitted a food blogger from Surrey, British Columbia; a grandmother from Lunenburg, Nova Scotia; and a civil servant from Gatineau, Quebec. Recipes from all three in the puddings and pie category can be found on the show’s web page, and the winning Lucious Lemon Pudding is already available at Loblaw stores throughout Canada.

Upcoming episodes feature cakes, appetizers, savory pies, sweet and savory snacks, frozen treats and entrees. A panel of judges from the food, marketing and advertising industries, in addition to the home audience, votes upon recipes. All the dishes featured on the show will be offered as samples at Loblaw stores and the winning items will be mass-produced for distribution throughout the chain.

Loblaw is no stranger to creative marketing. The chain recently launched its premium Black Label line under the President’s Choice brand by hosting a dinner party prepared by several of Toronto’s top chefs tasked with creating a menu based on Black Label products.

Read These Related Articles:

• A&P's Doug Palmer Named Brand Innovator of 2010
• Meijer Launches Specialty Store Brand Foods
• Profiles in Innovation: A&P's 'Green Way' to Sustainability (Part 3 of 4)
• Safeway Names CPG Exec to Lead Corporate Brands Team
• Profiles in Innovation: A&P's High Hopes for Premium Store Brands (Part 2 of 4)

Most Read

Guest Columns

Grocery Aisle Innovation Key to Retailer and Consumer Cost Savings

Retailers are redesigning the aisle, appealing to environmentally friendly consumers and capitalizing on market trends to make their private label brands more competitive.

Source: Tetra Pak Inc.

How to Develop a Private Label Expression Aligned with Retail Brand Strategy

By creating private label as a marketing tool rather than just a price alternative, retailers gain the opportunity to tell a complete brand story while simultaneously boosting customer loyalty.

Source: CBX

Using the Store Banner to Endorse Private Label Architecture

Although the economic downturn accelerated private label growth in Europe, there was another key driver -- retailers started to brand their stores.

Source: IPLC

See All Guest Columns »

Press Releases