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April 22, 2008

CANADA: A&P launches “green” campaign

Metro subsidiary, A&P Canada is launching a “Leave it Greener” campaign throughout its supermarket network, in honour of Earth Day.

A&P Canada, a subsidiary of retailer Metro Inc, has launched its “Leave it Greener” campaign to boost environmental awareness among shoppers.

The marketing programme covers A&P, Dominion, Ultra Food & Drug, The Barn and Loeb stores.

Display cards will be positioned in aisles, highlighting eco-friendly products, with a “How we’re helping…” message, in a bid to draw customers to eco-friendly initiatives such as products made with 100% recycled material.

“As a company, we are making a commitment to act responsibly towards the environment,” said Serge Boulanger, vice-president, marketing, Metro Inc. “Through our Leave it Greener platform, we can help educate consumers about what they can do, so that they can adopt more eco-friendly behaviour.”

To create environmental awareness around children, A&P Canada also launched a reusable bag contest for children in the spring.

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Free Report
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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
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