Loblaw is aiming to show consumers that healthy foods can be tasty.
The grocery retailer has launched its new “All Good. Healthier Meets Tastier” wellness campaign, which highlights good-for-you foods in stores and promotes its in-store dietitians and cooking classes.
“People are coming out of the holidays and waking up to the January realities, and we think that a burst of fresh, delicious, good-for-you food—whether you’re an adult or a kid—is just what the season ordered,” said Wes Brown, senior director of brand marketing at Loblaw.
“This program is really meant to celebrate the promises that [people] made to eat a little healthier, but it doesn’t mean you need to sacrifice taste.”
A new video, “Want to raise a food lover?” features a young girl being shown around the seafood case by a Loblaws’ dietitian. She turns her nose up at fresh offerings like octopus and Arctic char, proclaiming she doesn’t like fish. But, when she tries fish dishes made by an in-store chef, she loves it.
Parents want their kids “to eat as best as they can and sometimes it doesn’t always go as planned,” said Brown. “The idea is that we’re going to raise the next generation of food lovers and a big part of that is [the notion] that nutritious can mean delicious.”
The campaign also includes a French spot (below) for Loblaw’s Provigo stores focused on non-dairy alternatives, and another English spot focused on grains. The spots were created by Izea.
The “All Good” campaign is being promoted in weekly flyers and in all of Lobaw’s market division stores, which include Loblaws, Independent Grocer, Provigo and Real Atlantic Superstore. In-store communication highlights “good organics, good proteins, good citrus, good grains—that’s the theme that we’re really pushing throughout, all anchored by our Guiding Stars program,” said Brown.
