PROVIGO AND LOEB BECOME PASTA MASTERS
By Adnews Staff
Montreal-based Provigo Inc. and Loeb Inc. of Ottawa unveiled special pasta sections at their supermarkets this week. Provigo operates 164 stores in Quebec, while Provigo-owned Loeb runs 103 stores in Ontario and Western Quebec. The new pasta sections offer a variety of imported, traditional, specialty and flavored pastas. They also contain signs to distinguish them from other store areas featuring photographs and recipes of meals that can be cooked in less than 15 minutes. Various brochures and recipe sheets will also be made available throughout the year. The two chains will push their pasta with their flyers and in radio spots. Advertising for Provigo was handled by PNMD Communications Inc. of Montreal, while the Saffer Group Inc. of Toronto created Loeb's ads.