This article describes the efforts of Loblaw Cos Ltd. and their Presidents Choice brand adapting to new consumer tastes of the “food-savvy” individuals segment. Through launching campaign “Project Max” focusing on content marketing videos, Presidents Choice will convincingly raise brand awareness and long-term profits through initiatives such as removing artificial flavours out of their foods, and partnering with Google to build a “food pulse index” conversation tracker.
I think it’s fascinating how Presidents Choice is capitalizing on technology and the social media dominated environment to meet the “foodie culture’s” desire to learn about the derivations of the food products, not just uncovering new ones. In my view, these strategies are bound to help Loblaw Cos rejuvenate and re-diversify many products in their portfolio (regarding the product life cycle), while simultaneously increase their brand equity and corporate image.
It is evident that even the food industry must conform to the fast-paced, perpetually changing needs and wants of the food-driven consumer segments. But some real food for thought is: what does that imply about changes in these industries’ financing and operations management?
At this point though, Loblaw Cos Ltd. seems one step ahead in today’s revolutionary food game.