Loblaws Debuted Its Gluten-Free Range at a "Fake" Bakery in Montreal
Rebecca Byers — March 30, 2016 — Lifestyle
References: strategyonline
A recent publicity stunt carried out by Canadian grocery retailer Loblaws tricked unsuspecting consumers into testing out the brand's private label's gluten-free product range. Setting up shop in Montreal, the President's Choice experience conveniently left out the fact that the shop wasn't a real bakery and that all pastries and sweets were packaged products from the range.
The clever stunt was designed by Loblaws and Toronto-based ad agency John St, while the event also gave way to a commercial that's now being circulated as the social media portion of the campaign.
The clever publicity stunt from Loblaws and John St is also a great opportunity for the President's Choice brand to highlight the great value offered in the gluten-free range.
The clever stunt was designed by Loblaws and Toronto-based ad agency John St, while the event also gave way to a commercial that's now being circulated as the social media portion of the campaign.
The clever publicity stunt from Loblaws and John St is also a great opportunity for the President's Choice brand to highlight the great value offered in the gluten-free range.
Trend Themes
1. Gluten-free Product Range - There is a growing demand for gluten-free products as consumers become more health-conscious and seek alternative dietary options.
2. Immersive Experiences - Creating unique and interactive experiences, like the fake bakery set up by Loblaws, can generate buzz and engage consumers in a memorable way.
3. Innovative Marketing Campaigns - Innovative marketing strategies, such as the combination of a stunt and social media, can generate widespread attention and brand awareness.
Industry Implications
1. Grocery Retail - The grocery retail industry has the opportunity to capitalize on the increasing demand for gluten-free products by offering a wide range of options to cater to health-conscious consumers.
2. Advertising and Marketing - The advertising and marketing industry can leverage immersive experiences and innovative campaigns to create unique brand experiences and engage consumers on a deeper level.
3. Food Manufacturing - Food manufacturers can focus on developing new gluten-free products that meet the needs and preferences of the growing consumer segment looking for alternative dietary options.
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