Canadian Thanksgiving brand awareness campaign for Loblaws
A heart-warming film about a family reunited around the recipes of a departed matriarch, and released just ahead of Canadian Thanksgiving. “Family Recipe” brings to life the brand’s evolving positioning around inspirational food experiences using the tagline #welovefood. After the film went up in early October, Loblaws quickly saw an outpouring of reaction from people touched by the film.
In-store hanging banner featuring the actual family recipes.
The results: 350,000-plus views on YouTube, Loblaws counted another million views on Facebook and upwards of 300,000 through Instagram. When all of the other interactions were added up — including lots of discussion about other families wanting to create their own recipe book like the one made for the Rome family in the film — the total impression tally was around three million.
This translated into improved business during the important October holiday long weekend with sales around Thanksgiving being some of Loblaws' strongest to date.
Role Art Director
Type Video, Social Media, In-Store Activation