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. In addition to introducing hundreds of new food products each year, over time the brand expanded to other categories including home and financial services. The President's Choice® brand has remained the leader in control brand food products, offering a unique point-of-difference vs. the other grocery chains. However, over the years, competitors chased and copied relentlessly, and growth became more challenging. With competitors clearly nipping at the heels of the President's Choice® brand, it became increasingly important to bolster the brand and ensure they remained the leader in the control brand category.