Just in time for BBQ high season, Loblaw Companies Limited launched a new campaign promoting its expanded President’s Choice (PC) Free Form meat line, which is raised without antibiotics and is grain fed. At a time when everyone wants to know more about their food and where it comes from – especially anything meat-related – the TV ads created by Bensimon Byrne feature the Canadian suppliers behind the Free Form products.

The strategy of the ‘Naturally, it’s PC’ meat makeover is to respond to consumers’ demand for high quality at a low price, while emphasizing the connection between Loblaw and its meat producers, a spokesperson for the brand explains.

With media handled by PHD Canada, the campaign runs nationally until the week of May 18. Targeting the primary purchaser in the household (which skews female, even for meat), the campaign highlights Tender & Tasty Beef, Air Chilled Chicken and Certified Angus Beef. On May 13, Loblaw will execute an OOH marketing push, distributing coupons around commuter hubs in Toronto, Vancouver, Calgary, Montreal and Halifax. In-store marketing initiatives include improved signage with more info on meat preparation.