Loblaws' '#Welovefood' Campaign Created a Family-Specific Cookbook
Christopher Magsambol — November 11, 2015 — Marketing
References: youtu.be & marketingmag
Loblaws' '#WeLoveFood' campaign celebrated a family's traditional Thanksgiving dinner by recreating it for them. The mini film begins with a husband describing his departed wife's Thanksgiving traditions and recipes. These detailed discussions were carefully recorded by Loblaws, who crafted each recipe for the family's patriarch.
The surprise began with Matthew Rome being taken to Loblaws by his daughter. They were soon greeted by a chef who toured them through various sample recipes from his late wife Dolores Rome -- whose famous brussel sprouts and apple strudel were recreated. Matthew was later surprised by family who were waiting to sample Loblaws' recreated Rome family dinner.
The #WeLoveFood campaign went viral on social media when it was released prior to Canadian Thanksgiving celebrations. Its tremedous success has lead to an increase in sales for the Canadian grocery store.
The surprise began with Matthew Rome being taken to Loblaws by his daughter. They were soon greeted by a chef who toured them through various sample recipes from his late wife Dolores Rome -- whose famous brussel sprouts and apple strudel were recreated. Matthew was later surprised by family who were waiting to sample Loblaws' recreated Rome family dinner.
The #WeLoveFood campaign went viral on social media when it was released prior to Canadian Thanksgiving celebrations. Its tremedous success has lead to an increase in sales for the Canadian grocery store.
Trend Themes
1. Familial Marketing - Brands can leverage the emotional appeal of familial marketing to connect with customers in a personal way and build brand loyalty.
2. Personalized Campaigns - By creating personalized campaigns for specific individuals or families, brands can increase engagement and generate viral social media buzz.
3. Nostalgic Storytelling - Nostalgic storytelling can evoke strong emotional connections with customers and foster positive brand associations.
Industry Implications
1. Grocery Stores - Grocery stores can create personalized cookbooks for families and individuals and increase sales with successful marketing campaigns.
2. Marketing - Marketing professionals can explore the potential of familial marketing and personalized campaigns for future campaigns.
3. Food and Beverage - Food and beverage companies can experiment with nostalgic storytelling and familial marketing to strengthen brand identity and loyalty.
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