Loblaw grocery stores is using simple math to show consumers how they can save without sacrificing on quality in a new national television commercial in support of its No Name brand.
The spots are an extension of a brand campaign that launched two years ago when consumers were faced with challenging economic times and looking for ways to stretch a dollar.
While the current television campaign continues to focus on the financial benefit of shopping the No Name brand, there’s also an emphasis on the quality of products in the line.
“We’re reinforcing for customers something they may have not thought about in awhile… We’re underlying the quality credentials of the product,” said David Rosenberg, partner and chief creative officer at Bensimon Byrne, the Toronto agency behind the ad. “If great pricing and great quality add up to value, that’s really what these spots are saying.”
“We wanted to update our message, but we haven’t changed what the brand stands for,” said Allan Lindsay, vice-president of marketing for Loblaw. “This is about continuing that message and that relationship with our customers.”
The new ads continue to use simple black text over a yellow background, while a catchy, upbeat tune plays in the background. Each ends with the new tagline, “saving is simple.”
“The message of the ad and the design and the positioning of the product line actually all work in perfect harmony – the brand is about so much simplicity in terms of saving money,” said Rosenberg.
The campaign platform is one that can be extended, providing the results of the current effort are favourable, said Rosenberg.
The spots launched earlier this month and will run throughout the year, said Lindsay.
ZenithOptimedia handled the media buy.
