The Background

As PC Home’s agency of record for more than four years, rock-it promotions’ relationship with Loblaw Companies Ltd. led to an opportunity to launch President’s Choice’s new gourmet food line, Black Label, to the Canadian market.

Task at Hand

Launch President’s Choice Black Label, a new line of gourmet food products, to targeted Canadian markets.

The Goal

To reach a minimum of 15,000,000 impressions in the allotted six weeks, and generate as much buzz about the new line as possible.

The Execution

In October 2011, rock-it promotions launched a six-week seeding campaign for 140 media and influencers throughout Ontario, Quebec and Eastern Canada. Top influencers received a box of Black Label products with a personalized letter introducing the brand. Prior to the campaign, rock-it promotions contributed to the successful implementation of a VIP dinner party, introducing notables to the Black Label line of fine food products created by top tier local chefs.

The Results

With a two-week window to secure press following the distribution of products, 49 press hits were published. Coverage included broadcast, short- and long-lead print and online hits. Impressions as of December 9, 2011 totalled 25,041,398, vastly exceeding the client’s original goal.