Tenure in Canada plays a big part in grocery shopping habits for New Canadians. At first, it’s all about shopping within a tight budget (No Frills). After a couple of years, shoppers move up to a one-stop experience (RCSS). As they continue their journey of acculturation in Canada, shoppers start looking for fresh, new experiences of high quality and variety found at Loblaws.

We used our acculturation model to target multicultural grocery shoppers in one of our most successful campaigns since we started the agency in 2010. For Loblaws, we used celebrity chef Vikram Vij, as our brand ambassador in a print and television ads supported by extensive PR coverage.