Loblaw Companies has appointed Toronto agency Launch as its in-store experiential marketing agency following a review that began in July.
The multi-year assignment, which officially begins Feb. 1, includes Loblaws and sibiling companies Zehrs, Fortinos, Real Canadian Superstore and Freshmart.
“We want our consumers to truly enjoy the in-store shopping experience, and we are confident that through this partnership we will be able to deliver on this goal,” said Chris Kew, vice-president of event marketing at Loblaw Companies, in a release.
Robyn Gorman, vice-president, managing partner at Launch, said the agency’s objective is to “elevate the in-store environment” for Loblaw stores across the country.
Established in 2004, Launch–a division of Consumer Impact Marketing–has developed an approach based on the understanding that there is a “moment of truth” during the in-store experience where brands, consumers and retailers come together in “the last three feet.”
While Gorman wouldn’t reveal specific tactics, she said Launch plans to develop “new and innovative” ways of conducting in-store demonstrations to “really elevate the in-store experience for the shopper.”
Launch has been “very active” on the new business front this year, said Gorman, picking up new assignments from clients including Carlsberg, Mark’s (formerly branded Mark’s Work Wearhouse) and Beam Global Spirits & Wine (Canadian Club, Red Stag).
“Our goal is growth, because if you’re not growing you’re dying, but our efforts are very focused on growing in the right way and working with the right clients,” said Gorman. “Fit is important, and working in the right categories and demonstrating our expertise in those categories is a big focus for us in 2011.”
Gorman said several new hires are “in progress” following the Loblaw win. The company currently has a staff of about 60 people in its Toronto and Montreal offices. Last week it announced that had hired former TBWAToronto creative director Joe Amaral as creative director.
