Loblaws
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The Challenge

Loblaws has a mission to get Canadians back together at the table to create a positive impact from coast to coast. For the second annual Eat Together Day, we were tasked with bringing to life Eat Together Day in downtown Toronto. The goal was to bring working Canadians away from their desks to enjoy a meal together during their busy work schedule.

Solution

To celebrate and encourage people to pause their day and #EatTogether, we created a pop up urban picnic at Royal Bank Plaza- a busy corner in the heart of the Toronto financial district. Brand Ambassadors set out early morning to build awareness, pique interest and entice people to come back and join us for lunch.

For lunch, we served up PC menu items prepared onsite by the PC Cooking School chef team. All meal prep was done onsite in a commercial pop up kitchen and served family-style for an intimate dining experience. The dining area was outfitted with rustic wooden tables and chairs with seating for 60 people at a time.

As crowds started to gather, consumers were offered a beverages while they waited in line to be seated. A branded hedge wall was the perfect photo op for consumers to get a group photo while a roaming photographer captures guests experience with a branded photo overlay. Guests left the picnic with a PC ice cream bar.

Hundreds of hungry Torontonians joined us at the Royal Bank Plaza to connect over food and eat together.

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