Loblaw trucks BBQ menu across Canada

The grocer has launched a 57-city national tour to promote its summer Insider's Report menu with big-rig grills and ice cream on wheels.

Everyone likes a summer barbeque, and this year, Loblaw Companies brand President’s Choice is appealing to that love with a national tour to promote its summer-friendly products.

‘Canada’s Biggest BBQ Tour’ will hit 57 cities across Canada in its quest to fill bellies with its lovely grilled products, all served up from big-rig trucks kitted out with barbeque grills. At each stop, the trucks will give people the chance to try its products – such as its new mini burgers – for free. The tour will also feature a fleet of hot-pink ice cream trucks, scooping out PC ice cream deliciousness. Brand ambassadors will be on the job at each stop to promote the products directly to consumers.

The tour is being promoted with a television commercial, featuring company spokesperson Galen Weston, on Canwest channels nationally and live radio ‘remotes’ in key markets, such as Calgary (CHFM), Edmonton (CFMG), Fredericton (CIBX), London (CFHX) and at the tour’s last stop in Ottawa on Canada Day (CKBY). Media was handled by ZenithOptimedia, creative by Bensimon Byrne and tour activation was handled by Mosaic (all in Toronto). PR was handled by Hill and Knowlton in Toronto.

The tour, and the products, are also featured in the President’s Choice Insider’s Report magazine, available at the over 1,000 Loblaw-owned stores nationwide.

‘Canada’s Biggest BBQ Tour’ is also getting promotional support with a contest offering entrants the chance to win a President’s Choice Big BBQ Party and backyard makeover, along with $2,500. The contest can be entered by becoming a PC Insider (the brand’s loyalty program) online at the PC site, with  additional entries gained by becoming a fan of the brand on Facebook.