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....