To back its PC Summer Insiders Report, Loblaw is throwing a party to celebrate soccer fever, with food and interactive entertainment in World Cup host cities Toronto and Vancouver.
PC House pop-ups on Queen Street West in Toronto and Homer Street in Vancouver feature branded swag bags, a TSN fan match-viewing area and a culinary stage for PC chefs. At the Game Zone: The Pantry, a walk-in soccer-ball has been stocked with Summer Insider products, while the Joe Fresh Gear Shop features a chance to win exclusive prizes.
RGXM is leading experiential with Zulu Alpha Kilo on creative, while Loblaw Media is handling media planning and Veritas is managing media relations and influencer strategy.
The activations build on the success of last year’s “Bookable Backyards” and December’s “Kitchen Drops” experiences, says Lindsay Cook, Loblaw’s VP of control brand, telling strategy the launch of the new work came down to the timing.
Images courtesy of Liz Beddall/Loblaw
“The World Cup is landing right in the heart of summer, when Canadians are already gathering, hosting and celebrating and that aligns directly with our PC Summer Insiders Report,” Cook says. “That’s why soccer parties became such a natural focus. We saw an opportunity to meet Canadians where they are … and inspire them to be part of the excitement in a way that feels accessible and relevant.”
Loblaw says bookings through reservation-service OpenTable were filled in less than 24 hours and that a waiting list has been created to accommodate excess demand.
In partnership with WPP’s Sports & Entertainment team, Loblaw developed a multi-channel marketing strategy that includes media placements and custom-content integrations with Bell Media and TSN are connecting PC House with sports audiences. Loblaw Media is extending the reach through targeted retail media across its owned ecosystem and a partnership with influencer Taneesha Greaves.
“Our data shows a growing appetite for in-person, shared experiences, especially when they’re tied to culturally relevant moments,” Cook says. “There’s a clear desire to step away from purely digital engagement and reconnect in real life.”
