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Loblaw conducts holiday campaign

Grocery store company Loblaw has begun a national holiday season campaign. The campaign, developed by Lg2, supports the company's Loblaws, Zehrs, Atlantic Superstore and Your Independent Grocer chains. It consists of English- and French-language television and radio commercials, online video and banner ads, print advertising and social media content. The effort will also include an installation at a Loblaws store in downtown Toronto that will recreate a life-sized gingerbread dinner party. In addition, the original song used in the creative is running on ITunes and Spotify.

"We wanted to use classic holiday conventions to carry our campaign so that it first appears to blend into the advertising landscape only to surprise consumers with a unique proposition that the brand could convey across all its platforms," said Lysa Petraccone, creative director at Lg2. "We wanted to recreate real moments that people could relate to in which delicious food was the focal point to replace the glitz and pretense of the holidays."

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