Loblaw, Canada’s largest food retailer, has launched a major campaign to market its locally grown fruit and vegetables.
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The campaign carries the tagline: “Grown close to home. We buy more Canadian produce than anyone else.” It was launched today (15 August) in a bid to bolster company sales by at least 10%.
The campaign will include commercials and in-store promotional posters, in order to “make a bigger statement” about the strategy and respond to growing consumer demand for locally grown fruits and vegetables.
Loblaw last month saw its second quarter profits tumble, with weaker than expected operating income and basic net earnings, all a result of cost cutting.
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