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Loblaw breaks new national campaign

Loblaw Companies has released a new television commercial promoting the removal of artificial flavours and colours from its President's Choice product line. The 30-second commercial, called "Colourful," was developed by John St. of Toronto. It will be accompanied by digital, radio and print advertising, as well as in-store materials. The campaign will run nationally for three weeks, along side the company's ongoing "Crave More" campaign, which began last month.

"The idea behind the campaign is that food is colourful enough," said Angus Tucker, executive creative director at John St. "It's just very simple and intuitive. Food is beautiful all on its own and it doesn't need anything artificial in it to improve it."

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