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Loblaw breaks holiday campaign with Shaw Media

Grocery company Loblaw has begun a campaign for its President's Choice Insiders Collection product line in association with Shaw Media. The holiday-season campaign will run on specialty television channel Food Network Canada and Global. The initiative will begin today with a 30-minute Entertainment Tonight Canada Holiday Special filmed at a temporary retail location in Toronto where consumers can sample the 70 food items in the product line. The program features ET Canada hosts Cheryl Hickey, Rick Campanelli, Sangita Patel and Roz Weston, as well as television cooking personalities Gail Simmons, Ned Bell and Danny Smiles.

Each Thursday during the campaign, ET Canada will air in-show segments consisting of reports from the boutique, culminating with the show's Year in Review special on Dec. 17.  In addition, the campaign will include three blocks of commercial airtime on Food Network Canada and Global: a "Saturday Brunch" block, a "Sunday Mingle" special and a "Tuesday Dine with Chopped" block. During each of these two-hour blocks, President's Choice will occupy six minutes of commercial time to present additional content featuring the ET Canada hosts in a show-within-a-show format.

The campaign also includes online content at, and, as well as social media activities. The Insiders Collection retail location will be open to the public until Dec. 19.

"President's Choice is one of Canada's premiere food brands and, through this innovative collaboration with Food Network Canada and ET Canada, we're thrilled to be creating an elaborate, three-course serving of holiday entertainment," said Barb McKergow, head of marketing ventures at Shaw Media. "This is one of the most robust campaigns we've executed, combining three powerhouse brands to offer consumers a holiday-themed culinary experience in-person, on-air, and online."

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