No Frills launches nationwide campaign commending savvy Canadians for making a statement where it counts – their wallet

BRAMPTON, ON, May 8, 2017 /CNW/ - (TSX:L) – Fancy displays, in-store entertainment, product demonstrations and other extras or frills, as No Frills^® store owners call them, can drive up grocery bills for Canadians. Championing the savvy shopper, the new No Frills^® marketing campaign demonstrates its commitment to providing customers with a selection of quality, healthy, nutritious food at low prices.

"It's time for Canadians to stand up and declare their pride for wanting to get the most out of their grocery budget, " says Michael Rinaldi, senior vice president, discount grocery, Loblaw Companies Limited. "Why pay for frills when you don't have to. When shopping at a No Frills^® store, Canadians get the same quality fresh produce as offered by other grocery stores, but at a lower price. A fancy display doesn't change that, at the end of the day a banana is a banana."

Get the frill out of your bill! Canadian shoppers are smart and use their wallets wisely when it comes to grocery purchases. A national survey commissioned by the company found two important factors for Canadian shoppers when choosing where to buy their groceries were fair pricing (87%) and good value for money (87%).

Whether it is through the weekly flyer, their competitor price-match program, great in-store brands or club size packaging, the more than 250 No Frills^® store owners are community champions for cost control and trusted low prices. And with the added benefit of the PC Plus^® loyalty program, Canadians can pick-up quality products while earning points towards future grocery purchases.

Aisle-by-Aisle Quality and Variety No Frills^® store owners know their customers and work hard to ensure products available at their stores reflect the needs of their community, while keeping value top of mind. The result is a greater variety of fresh and grocery items that include global flavours, locally produced foods and quality brands such as President's Choice^® and great value brands like no name^®.

"This campaign reaffirms No Frills^® store owners' commitment to offering Canadians a low price option," comments Rinaldi. "We want our customers to feel proud to be a savvy shopper, and wear being frugal with their money as a badge of honour. With our Won't Be Beat^® price match guarantee, the PC Plus^® loyalty program, and a convenient shopping experience, it's a no brainer to shop for fresh, quality food at a No Frills^® store."

The No Frills^® campaign against frills launches May 8, featuring television, radio, out of home and digital advertising as well as social media initiatives.

About the Loblaw Survey This Loblaw survey was conducted between April 4th and April 20th 2017 among 1700 Canadian primary and shared household shoppers, who comprise 95% of the Canadian population. Though the study was conducted online, the margin of error for a comparable probability sample of this size is +/-2.4%, 19 times out of 20.

About Loblaw Companies Limited Loblaw Companies Limited is Canada's food and pharmacy leader, the nation's largest retailer, and the majority unit holder of Choice Properties Real Estate Investment Trust. Loblaw provides Canadians with grocery, pharmacy, health and beauty, apparel, general merchandise, banking, and wireless mobile products and services. With more than 2,400 corporate, franchised and Associate-owned locations, Loblaw, its franchisees, and Associate-owners employ almost 200,000 full and part-time employees, making it one of Canada's largest private sector employers.

Loblaw's purpose – Live Life Well – puts first the needs and well-being of Canadians who make one billion transactions annually in the companies' stores. Loblaw is positioned to meet and exceed those needs in many ways: convenient locations; more than 1,050 grocery stores that span the value spectrum from discount to specialty; full-service pharmacies at more than 1,300 Shoppers Drug Mart^® and Pharmaprix^® locations and more than 500 Loblaw locations; PC Financial^® no-fee banking; affordable Joe Fresh^® fashion and family apparel; and three of Canada's top consumer brands in Life Brand^®, no name^® and President's Choice^®. Through the PC Plus^® and Shoppers Optimum^® loyalty programs, more than one in every three Canadians are rewarded for shopping with the companies.

SOURCE Loblaw Companies Limited