Canadian retailer Loblaw has launched a two-week "big brands" sale, which will see it reduce the price on a number of national and private-label brands.

"For just two weeks, on top of the great value Canadians already expect when they're shopping, customers can choose from a variety of brands they trust, including popular national brand products and Loblaw's own private-label President's Choice at even lower prices than last year," the company said.

Loblaw has increasingly tried to reach out to price-conscious shoppers through promotional activity, including its January Price Freeze and Low Price Report event. The group has also increased its focus on private label - launching its low price 'no name' own label brand.