Brand Rejuvenation of Canada’s Most-Loved Private Brand Label

Elmwood – Loblaws President’s Choice

“Canada’s most-loved brand President’s Choice had been leading the private label agenda globally. But the time had come to re-energise, to push the boundaries again and drive future success. Research revealed that the brand was often overlooked. It was still seen as an alternative to big brands rather than a destination brand in its own right. It
needed to stand out, and stand for something. We rationalised the overall portfolio and introduced a flexible toolkit – repositioning the brandmark and using expressive photography within a white space. This new system gave the team confidence to tell engaging product stories across the PC portfolio. So far the brand refresh has achieved a 17%
YOY improvement of frozen food ranges.”