Food is ingrained in the fabric of what keeps us together as families and communities. Being the brand people choose to bring into their homes and feed their families is an exceptional privilege, one fundamentally based on trust. For Loblaw Companies Limited, an unbelievably complex nationwide organization that had to ensure safety and quality at every step, trust was table-stakes.

While its presence across the country via multiple store brands allowed it to serve the needs of all Canadians, it also created room for inconsistency—a dangerous proposition when your brand relies on consumer trust. The purpose of our brand strategy work for Loblaw was to provide differentiated parameters for each store brand, and to ensure the brand promise was clear, consistent, and compelling throughout the experience.