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In the new ad, the fourth in which the executive chairman of Loblaw Companies tells how PC products can improve consumers’ lives, the focus is on the grocery chain’s organic baby-food line, which includes about 50 items for newborns to toddlers.
Weston shares the screen with a number of babies (18 were used for the shoot) and explains Loblaw has reduced the cost of the organic line to match regular baby foods in Loblaw stores.
Elizabeth Margles, vice-president, public relations and public affairs, Loblaw Companies Ltd., said mothers want to give their children organic food whenever possible and the drop in price—roughly 10% on most products—should make it easier for them to do so.
Loblaw cites a recent independent survey from SavvyMom.ca that shows 93.7% of the website’s readers prefer to serve their family organic foods. “Canadian moms are definitely more aware of social, environmental and health issues and making changes beginning in their own households,” said Sarah Morgenstern, director, SavvyMom.ca, in a release. “We have also heard resounding feedback from our readers that price has been a barrier to buying organic food for their families, so today’s announcement from President’s Choice will be welcome news.”
Margles said the Weston ads, which launched last summer, will be part of Loblaw’s marketing for some time to come. “We have already got three more filmed and in the can.”
Aside from the TV ad, by Bensimon Byrne, Loblaw is putting out a video montage of outtakes from Weston’s shoot with babies, most of whom are children of Loblaw employees. “We kept the cameras rolling during the whole shoot,” she said. “It’s really funny, so we edited that and we’re going to throw it on YouTube.”
The TV spot launched Monday and will run through the end of the month.
