The 'Discovery' campaign by President’s Choice, launched in Canada in 2014 by John St, leverages a narrative approach within the retail services sector to reinforce the brand’s promise of uncovering unique, quality products that enhance everyday shopping experiences. By focusing on the theme of discovery, the campaign positions President’s Choice as a trusted guide for consumers seeking distinct, premium offerings that stand out in a crowded retail landscape. This suggests a brand proposition centered on delivering exclusive value and elevating the ordinary through carefully curated product innovation.
The market strategy hinges on engaging an audience that values both quality and the excitement of finding something new and different. The storytelling format likely aims to create an emotional connection, encouraging consumers to view President’s Choice not just as a grocery brand but as a source of inspiration and reliable discovery. The choice of a film medium supports immersive narrative delivery, potentially appealing to shoppers who prioritize experiential and aspirational elements in their purchasing decisions. By addressing consumers’ desire for differentiation and quality, the campaign attempts to carve out a distinctive space within the competitive Canadian retail market, encouraging brand loyalty through the promise of unique product experiences. This strategic positioning is designed to resonate with a demographic attentive to innovation and quality in their everyday choices, reinforcing President’s Choice as a leader in retail innovation.
FORMAT#5 EXEMPLARY STORY — Tells a story where the product plays a vital role in the plot or resolution.
The campaign’s title, ‘Discovery,’ and the explicit reference to the campaign as a “Film” in the “Narrative” genre support a story-driven approach. For retail, particularly with President’s Choice—a brand known for positioning itself as part of everyday Canadian experiences—the use of “discovery” hints at an unfolding journey or event where a character likely encounters or is impacted by the brand in a meaningful way. There’s no mention of direct product demonstration, overt comparison, parody, testimonial, or clear symbolism. Instead, the cues suggest that the campaign immerses viewers in a relatable story, in which the product’s presence or revelation is crucial to the character’s resolution or emotional payoff, fitting the classic “Exemplary Story” format.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Loblaw Companies – Market Positioning
As Canada’s largest food retailer, Loblaw leverages a broad product selection, competitive pricing, and a strong private label portfolio—including President’s Choice itself. Their strategic angle focuses on convenience, loyalty programs like PC Optimum, and multi-format stores to appeal to a wide demographic seeking quality and value.
2. Sobeys – Market Positioning
Sobeys positions itself as a community-focused grocer emphasizing fresh, local, and high-quality products. Its brands like Safeway and FreshCo target value-conscious consumers, while investing in strong customer service and store experience to differentiate against larger players.
3. Metro Inc. – Market Positioning
Metro focuses on fresh food and customer-centric store environments in urban and suburban markets, emphasizing Quebec and Ontario. Its strategic edge lies in quality fresh produce, private label development, and loyalty programs, appealing to health-conscious and convenience-seeking shoppers.
4. Walmart Canada – Market Positioning
Walmart Canada competes on everyday low pricing and a one-stop-shop convenience model. With a broad assortment across groceries and general merchandise, Walmart attracts price-sensitive consumers looking for affordability and convenience in large-format superstores.
5. Costco Wholesale Canada – Market Positioning
Costco’s membership warehouse club model emphasizes bulk purchasing, value pricing, and premium private label products. Its strategy targets cost-conscious families and small businesses seeking quality goods at lower per-unit prices, combined with a treasure-hunt shopping experience.
Q: What is Discovery about?
A: Discovery is a professional campaign created for President's Choice by the Canadian agency John St, launched in 2014 for the retail services market. The campaign uses a film medium to engage Canadian consumers through narrative storytelling, highlighting the brand’s commitment to quality and innovation. By focusing on the theme of discovery, the campaign encourages shoppers to explore new products and culinary experiences under the President’s Choice brand, reinforcing its position as a trusted leader in the Canadian retail landscape.
Q: What creative device does Discovery use?
A: Discovery employs the Exemplary Story format, as classified by Clapboard’s 12-format taxonomy. This approach centers on a narrative where the product plays a vital role in the plot or resolution, immersing viewers in a relatable story rather than relying on direct demonstration, testimonial, or overt symbolism. The film’s storytelling technique positions President’s Choice as integral to the character’s journey, using narrative immersion to create an emotional connection and reinforce the brand’s value proposition.
Q: What is the campaign proposition for Discovery?
A: The campaign proposition for Discovery is to position President’s Choice as a trusted guide for Canadian consumers seeking unique, high-quality products that enhance everyday shopping experiences. By leveraging a narrative approach, the campaign appeals to shoppers who value both quality and the excitement of finding something new, aiming to elevate the brand from a grocery provider to a source of inspiration and reliable discovery. This strategic positioning is designed to foster brand loyalty and differentiate President’s Choice within a crowded and competitive retail environment.
Q: How does Discovery rank in Clapboard's archive?
A: Discovery holds a Clapboard Campaign Score of 60/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the context of Canadian retail advertising.
Q: Who are the competitors in President's Choice's category?
A: In the Canadian retail sector, President’s Choice competes with several major players. Loblaw Companies, the parent company, leads with a broad product selection and strong private labels, focusing on convenience and loyalty programs. Sobeys emphasizes fresh, local products and community engagement, while Metro Inc. targets urban and suburban shoppers with quality fresh food and customer-centric environments. Walmart Canada attracts price-sensitive consumers with everyday low pricing and a one-stop-shop model, and Costco Wholesale Canada appeals to families and small businesses seeking value through bulk purchasing and a membership-based treasure-hunt experience.
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