President's Choice

Canadian food brand President's Choice, owned by Loblaw Co. Ltd., planned a campaign to maintain its leadership in the 'control brand' category (i.e.

President's Choice

Bensimon Byrne Inc.

Section I — Basic information

Business Results Period (Consecutive Months): January 2011 – December 2011

Start of Advertising/Communication Effort: February 2011

Base Period as a Benchmark: January 2010 – December 2010

Section II — Situation analysis

a) Overall Assessment

Almost 30 years ago, the President's Choice® brand was launched by Loblaw Companies Limited (Loblaw) and it transformed the control label category in Canada. By introducing consumers to new tastes from around the world and by giving them top quality, innovative products at exceptional value, the President's Choice® brand became Canada's largest brand....

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