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Loblaw launched a 15-second television commercial Monday to promote its EveryDayLiving outdoor living collection that is now available within the grocery giant’s new in-store concept.
The new retail model puts non-food, general merchandising like home, leisure and entertainment products under the EveryDayLiving brand name and in a newly renovated section of the store that has been outfitted with new signage and reduced shelf heights for a cleaner more modern look.
“We’ve been working on this almost for a year and it really is our realization that we can bring together a loose collection of departments and brand it in a way that’s going to be cohesive for our mom shopper,” said Craig Hutchison, the senior vice-president overseeing marketing and public relations.
So far, 21 stores have been converted to include the new concept, and several more will undergo renovations this year, said Hutchison. Loblaw has also streamlined its product offering, eliminating mid-level labels such as Black & Decker appliances to help make the shopping experience easier.
The grocer has also added a small electronics and stationery line called J± (pronounced “J plus minus”), and revamped existing lines such as Tera Gear (outdoor living and camping equipment) and Jogi (yoga and aerobics accessories).
In 2010, Loblaw asked Joseph Mimran, the man behind Joe Fresh and other Canadian retail success stories like Club Monaco (which he sold along with Caban to Polo Ralph Lauren in 1999), to oversee all of the non-food and general merchandise sold in its banner stores, including Real Canadian Superstore and Maxi & Cie.
In addition to heading up the Joe Fresh clothing brand, Mimran runs Joseph Mimran and Associates, a consulting firm that provides design, product development and branding expertise.
“It has been an exciting project to work with Loblaw to bring new energy into the non-food side of the store,” said Mimran, in a release. “Our team has worked very hard to revitalize some of the current offerings as well as develop new brands such as Jogi, which are already doing extremely well in the stores.”
The new 15-second commercial from long-time creative agency Bensimon Byrne opens with a man dressed in white as vibrant green, yellow and blue patio sets (designed by Mimran’s team) pass by him. It ends with a shot of the grocer’s latest catalogue, which Hutchinson said goes out to over three million consumers.
“[The commercial is] all about celebrating the colour we’re bringing forward in the catalogue,” said Hutchinson.
The commercial is running for three weeks on specialty channels including HGTV, Food Network and W Network. Media planning was handled in-house. ZenithOptimedia handled the buy.
