When product innovation was down, President's Choice had no choice but to turn things around. Cheryl Grishkewich - VP Control Brand Marketing at Loblaw - shared details on the marketing relaunch of Canada’s top private label brand.
Alongside event marketing initiatives, they created an aspirational #EatTogether campaign channeling “the power of food to do good." The purpose was not to drive sales, it was a brand image initiative and about their company mission: help Canadians live well.