Supermarket organic advertising campaign

This is about Canada’s largest food distributor, Loblaw, trying to get a newer, fresher image with an ad campaign focused on organic baby food and featuring the CEO.

Why baby food? Because their core consumers are women with children.

Why organic food? Because those core consumers are highly interested in it. Because it’s a growing segment. And most of all because they have something special to offer: low prices, which is strategic for their communication since price is the major barier for consumers to buy organic food.

Why the CEO? Loblaw is facing difficult times at the moment, with a tough competition, the fall of earnings per share from $3.52 in 2004 to an average estimate of $2.09 for fiscal 2007, and the internal difficulties with close to three-quarters of senior management that has changed since 2004. By showing Mr. Weston acting very naturally with babies, they are emphasizing a good change in direction.

The channels used for this campaign are TV and the Internet. Indeed, this rather traditional company is using YouTube for the first time and has decided to put the commercial’s outtakes on-line:

 Source: http://www.nationalpost.com/todays_paper/Story.html?id=278483&p=2