Loblaws

Loblaws

Loblaws

Stocking up

Stocking up

Stocking up

for a bright future.

for a bright future.

for a bright future.

Client

Loblaws

Services

Campaigns

Campaigns

Campaigns

Storytelling & Content

Storytelling & Content

Storytelling & Content

Digital Experience

Digital Experience

Digital Experience

Industries

Industry

Agency

Agency

Agency

CPG & Retail

CPG & Retail

CPG & Retail

Stock up for a bright future.

Loblaws isn't just a grocery store; it's a cornerstone of the Canadian retail landscape. With its variety of store formats like No Frills, Real Canadian Superstore, and Shoppers Drug Mart, it serves different niches and needs. It’s not just a place to buy groceries; it's where you go for household items, pharmacy needs, and even clothing through their Joe Fresh brand. This multi-faceted identity allows Loblaws to maintain a robust presence in Canadians' lives, making it a 'whole lifestyle' retailer.

Loblaws isn't just a grocery store; it's a cornerstone of the Canadian retail landscape. With its variety of store formats like No Frills, Real Canadian Superstore, and Shoppers Drug Mart, it serves different niches and needs. It’s not just a place to buy groceries; it's where you go for household items, pharmacy needs, and even clothing through their Joe Fresh brand. This multi-faceted identity allows Loblaws to maintain a robust presence in Canadians' lives, making it a 'whole lifestyle' retailer.

The Enemy

Loblaws is a Canadian leader, yet just like any other major retailer, finding new employees is a huge challenge. Enticing young workers to join its ranks as they entered the job market is a challenge, and is fueled by low awareness among youth, parents who help influence early careers, and a larger societal view that prioritized retail and fast-food jobs as top of my first choices.

Loblaws is a Canadian leader, yet just like any other major retailer, finding new employees is a huge challenge. Enticing young workers to join its ranks as they entered the job market is a challenge, and is fueled by low awareness among youth, parents who help influence early careers, and a larger societal view that prioritized retail and fast-food jobs as top of my first choices.

Not just a Job, but a Launchpad

First jobs are like base camps; they set the tone for the climb ahead. At Loblaws, that climb can be transformative. The company offers fantastic benefits, an enriching culture, and extensive growth prospects. The campaign 'Start Your Future' was formulated to relay this promise to its two target demographics—teens stepping into the job market and their parents, who often serve as both influencers and informers in the job search process.

First jobs are like base camps; they set the tone for the climb ahead. At Loblaws, that climb can be transformative. The company offers fantastic benefits, an enriching culture, and extensive growth prospects. The campaign 'Start Your Future' was formulated to relay this promise to its two target demographics—teens stepping into the job market and their parents, who often serve as both influencers and informers in the job search process.

Turning Employees Into Icons

We aimed for relatability with a touch of aspiration. The campaign embraced a magazine photoshoot aesthetic, essentially creating 'magazine covers' featuring young employees in poses that hinted at their future careers. The idea? If you can see it, you can be it—and it all starts at Loblaws.

We aimed for relatability with a touch of aspiration. The campaign embraced a magazine photoshoot aesthetic, essentially creating 'magazine covers' featuring young employees in poses that hinted at their future careers. The idea? If you can see it, you can be it—and it all starts at Loblaws.

We aimed for relatability with a touch of aspiration. The campaign embraced a magazine photoshoot aesthetic, essentially creating 'magazine covers' featuring young employees in poses that hinted at their future careers. The idea? If you can see it, you can be it—and it all starts at Loblaws.

Video Campaign

Modeled after the trending '5 minutes with...' online interviews with celebrities, the video series presented four team members answering on-the-fly questions as they went about their daily tasks. These videos were an authentic slice-of-life that showcased not just the work but also the individuals behind it, making it relatable and aspirational for the Gen-Z audience.

Integrated Marketing Collaterals

From social media banners to web design and even on-the-road advertising through Loblaws' fleet trucks, the campaign was far-reaching and multi-faceted. This multi-channel approach ensured we grabbed eyeballs everywhere, from Instagram scrolls to highway drives.

What they said

What they said

Working with the team at Friends & Enemies made the entire process feel seamless. More importantly, they helped us craft a comprehensive and compelling employer branding campaign that helped us speak directly to our target audience in a way that felt authentic, vibrant and full of opportunity.


Sonya Matheson, Communications / Loblaws

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