Loblaw’s PR push for PC burgers

The campaign tasked chefs with creating a burger using PC products

Loblaw’s President Choice brand recently teamed up with chefs from across Canada to create regionally inspired hamburgers for the barbecue season.

The “Ultimate Burger” PR campaign tasked chefs with creating a burger using PC products launching this summer. Chefs were encouraged to put a regional and creative spin on their burgers. For example, in Atlantic Canada, Craig Flinn, owner of Chives Canadian Bistro and Two Doors Down in Halifax, created the Fog Buster Scallop Bacon Burger using PC Nova Scotia Wild Sea Scallops and topped with new PC Naturally Smoked Bacon Rounds.

“There’s increasing PR power in regional information and there’s even greater power in local voices discussing local tastes, which is something I think we achieved beautifully here,” said Kevin Groh, vice-president of corporate affairs and communication at Loblaw Companies Ltd.

“The program works regionally and it works nationally, but if it really does its job, we’ll see people customizing their own burger that best represents their neighbourhoods or even their families.”

In B.C., chef Dino Renaerts, partner and executive chef at The Bon Vivant in Vancouver, created the West Coast Mediterranean Portobello Burger; in Alberta, food writer Dan Clapson dreamed up the Spice of the Prairies Burger made with PC Free From Bison Burgers; and Rob Bragagnolo, executive chef at Toronto’s Marben Restaurant created the Great Lakes Guac and Gouda Burger.

The chefs will be doing media tours in their local markets to showcase their regional creations. “We traditionally don’t use celebrity spokespeople, but the chefs are a great local voice with a unique knowledge of local tastes,” said Groh. “So it’s a good fit with the brand, which is about authenticity and a deep appreciation for food.”

Loblaw worked with its PR agency, Hill + Knowlton Strategies, on the campaign.

Brands Articles

Diageo’s ‘Crown on the House’ brings tasting home

After Johnnie Walker success, Crown Royal gets in-home mentorship

Survey says Starbucks has best holiday cup

Consumers take sides on another front of Canada's coffee war

KitchenAid embraces social for breast cancer campaign

Annual charitable campaign taps influencers and the social web for the first time

Heart & Stroke proclaims a big change

New campaign unveils first brand renovation in 60 years

Best Buy makes you feel like a kid again

The Union-built holiday campaign drops the product shots

Volkswagen bets on tech in crisis recovery

Execs want battery-powered cars, ride-sharing to 'fundamentally change' automaker

Simple strategies for analytics success

Heeding the 80-20 rule, metrics that matter and changing customer behaviors

Why IKEA is playing it up downstairs

Inside the retailer's Market Hall strategy to make more Canadians fans of its designs

Metrolinx launches public education campaign

New campaign from Grey intends to drive awareness of approximately 500 projects