{"id":5414,"date":"2026-04-06T02:56:28","date_gmt":"2026-04-06T07:56:28","guid":{"rendered":"https:\/\/icomagencies.com\/?post_type=casestudy&#038;p=5414"},"modified":"2026-04-20T16:29:50","modified_gmt":"2026-04-20T21:29:50","slug":"superfood-real-canadian-superstore","status":"publish","type":"casestudy","link":"https:\/\/icomagencies.com\/work\/superfood-real-canadian-superstore\/","title":{"rendered":"Superfood \/ Real Canadian Superstore"},"content":{"rendered":"    <div class=\"section-wrap casestudy-hero position-relative casestudy-hero-block color-definer dark-color\"  >\r\n        <img decoding=\"async\"\r\n                src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/case-study-banner.jpg\"\r\n                alt=\"case study banner\"\r\n                class='position-absolute w-100 case-study-banner'\r\n        \/>\r\n        <div class=\"center-container\">\r\n            <div class='case-study-banner-row position-relative'>\r\n                <div class='case-study-column'>\r\n                    <div class=\"breadcrumbs\">\r\n                        <a class=\"breadcrumbs-link\" href=\"\/\">\r\n                         Home\r\n                        <\/a>\/<a class=\"breadcrumbs-link\" href=\"\/work\">\r\n                         Case Studies\r\n                        <\/a>\r\n                    <\/div>\r\n                    <h1 class='case-study-banner-title'>\r\n                        Superfood \/ Real Canadian Superstore                    <\/h1>\r\n                    <div class='case-study-location-col'>\r\n                        <div class=\"position-relative\">\r\n                            <!-- <img decoding=\"async\" class=\"map-location\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/location_icon.svg\"\r\n                            alt=\"Map location\"\/> -->\r\n<!--                            <img-->\r\n<!--                                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        <\/div>\r\n                        <div class='case-study-location-box'>\r\n                            \r\n                                <a href=\"https:\/\/icomagencies.com\/agency\/one23west\/\" class='case-study-location'>\r\n                                    <p class='case-study-location-name'>\r\n                                        ONE23WEST                                        <span>Vancouver, Canada<\/span>\r\n                                    <\/p>\r\n                                <\/a>\r\n                            \r\n                        <\/div>\r\n                    <\/div>\r\n\r\n                                                <div class='case-study-btn-wrapper'>\r\n                            <a href=\"\/work\/branding-case-studies\"><button class=\"custom-button\">Branding<\/button><\/a><a href=\"\/work\/creative-case-studies\"><button class=\"custom-button\">Creative<\/button><\/a>\r\n                        <script>\r\n                            document.addEventListener('DOMContentLoaded', function () {\r\n                                const showMoreButton = document.querySelector('.show-more');\r\n                                const hiddenTerms = document.querySelectorAll('.hidden-term');\r\n\r\n                                if (showMoreButton) {\r\n\r\n                                    showMoreButton.addEventListener('click', function () {\r\n                                        hiddenTerms.forEach(term => term.classList.toggle('hidden-term'));\r\n                                       \/\/ showMoreButton.textContent = showMoreButton.textContent === '...' ? 'Show Less' : '...';\r\n                                        showMoreButton.classList.toggle('hidden-term');\r\n                                    });\r\n                                }\r\n                            });\r\n                        <\/script>\r\n\r\n\r\n                    <\/div>\r\n                    \r\n                                    <p className='casestudy-banner-pera'>\r\n                        <strong><strong>Real Canadian Superstore had a differentiation problem. In a retail landscape where Walmart and Costco had built clear, ownable identities, Superstore was blending in \u2014 and losing ground. ONE23WEST partnered with the Loblaw team to uncover what made the brand truly unique: an unmatched diversity of selection that mirrors Canada itself. What followed was a full brand repositioning and campaign that celebrated Canadian cuisine in all its multicultural richness, turning variety and inclusion into a powerful, unmistakable identity.<\/strong><\/strong><\/p>\r\n                    \r\n\r\n                <\/div>\r\n            <\/div>\r\n        <\/div>\r\n        <a href=\"javascript:;\" id=\"work-scroll-link\" class=\"scroll-btn-wrapper work-scroll-btn-wrapper\">\r\n            <div class=\"scroll-text\">SCROLL<\/div>\r\n            <span class=\"scroll-btn\">\r\n                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/down-arrow-round.svg\" alt=\"bottom arrow scroll icon\" \/>\r\n            <\/span>\r\n        <\/a>\r\n    <\/div>\r\n    \n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">Client and Sector<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">Real Canadian Superstore is one of Canada&#8217;s largest mass-market retailers, operated by Loblaw Companies. Competing in the high-stakes grocery and general merchandise space against rivals like Walmart and Costco, the brand serves millions of Canadians across food, fashion, health, and home \u2014 making it one of the country&#8217;s most expansive one-stop shopping destinations.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">Challenge<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">In the highly competitive retail food space, Real Canadian Superstore was at-risk of losing customers to its close rivals, Walmart and Costco, especially in Ontario. With each of these rivals building their brands around unique, ownable strengths, Canadians were developing clear ideas of what these retailers offered. While Real Canadian Superstore in comparison felt undifferentiated and communications were often misattributed to Walmart. ONE23WEST was engaged to work with the Real Canadian Superstore team to reposition and revitalize the brand and its identity.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">Approach<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">This journey began by partnering with the Loblaw Strategy and Research teams and undergoing an extensive research and internal discovery process to uncover a differentiating value proposition. Using learnings from this process we redefined Real Canadian Superstore\u2019s brand strategy, dialing up the importance of its unique strength relative to its competitors, diversity of selection \u2013 both on the shelf and across the range of categories including food, fashion, health, home, optical, etc.<br><br>There are other big stores, but none that offer the depth and variety of foods and items that Real Canadian Superstore can. This is particularly important because in Canada, we have people of over 250 ethnic origins or ancestries. So we\u2019re a country with a lot of different kinds of people that love a lot of different kinds of food. Powered by this insight, our strategy was to celebrate our selection by showing just how diverse Canada\u2019s people, cultures, foods and lives really are with selection at Real Canadian Superstore.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">Execution<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">Real Canadian Superstore has everything for every taste. So in the campaign, we wanted to make sure their diverse customer base knew they could get what they needed in store, and also make sure they felt represented in our ads.<br><br>The campaign tells the story of who we are as Canadians through the foods we love. On TV, we launched with a spot speaks to the pride we have in foods like maple syrup and back bacon \u2013 but also the special foods we eat here in Canada like perogies, dim sum and the Filipino layered dessert, halo halo.<br><br>At the end of the launch spot, the voiceover says with pride, \u201cThese are the foods we all love. And you can find them all here.\u201d The spot seeks to finally define Canadian cuisine: it\u2019s diverse and incredible and deserves to be celebrated.<br><br>The launch TV was broadcast in English, Hindi, Cantonese, Mandarin and Tagalog and ran on multicultural media as well as traditional media.<br><br>The campaign also includes a 30-second spot that highlights the diverse needs of every household. The camera follows a dad around the store as he selects products for his vegan daughter and his wife who\u2019s \u201csuper carnivore\u201d and more. Twelve more online videos pinpoint even more individualized shopping needs and habits, featuring a mom holding up a halal chicken, relieved that dinner has made itself, or a new father who\u2019s buying armfuls of coffee tins to stay awake.<br><br>The diversity and selection story continued in out-of-home media, with transit platform takeovers, billboards and hoardings in Toronto, Edmonton and Vancouver. Ten real customers of Real Canadian Superstore were featured, representing people of different backgrounds, abilities, genders, ages and tastes. Beside each portrait was a stylish table top shot of the items they really buy when they shop with us.<br><br>An important part of the new Super Platform was an evolved design system that brings a boldness in look to support our message of variety and inclusion. We updated their colour palette to be as colourful as every Canadian and developed a modular design system to accommodate any medium from instore to video and especially social media.<br><br>Throughout the production of the campaign a diverse group of Canadians were involved, including photographers Wade Hudson, Vicky Lam, and music from Indigenous band Halluci Nation (formerly Tribe Called Red), Toronto hip hop artist Charmaine, producer Tyson Kuteyi and many more. All work was created in consultation with leaders from various cultures to ensure we\u2019re creating positive messaging for all.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">Results<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\"><strong>Brand results:<br><\/strong>Our brand tracking by Fusion Analytics revealed that our creative had tremendous positive brand impact and resonated with consumers, surpassing several industry benchmarks.<br><br>&#8211; Brand impact performed 6% higher than industry norms;<br>&#8211; Consumers indicated our message was clear, relevant, new and most importantly, convincing (16% higher than industry norms);<br>&#8211; 14% higher than benchmarks with brand impact with multicultural targets;<br>&#8211; Consumers found the creative enjoyable and memorable.<br><br>Furthermore, a quantitative research of 500+ Canadians conducted in June 2021 showed the following results for the 30-second SuperFood Anthem video:<br><br>&#8211; 85% agree the ad communicates: \u201cRCSS\u2019 product diversity reflects Canada\u2019s cultural diversity\u201d;<br>&#8211; 63% non-frequent RCSS shoppers say the ad made them more likely to shop at RCSS;<br>&#8211; 66% felt more positive about RCSS having seen the ad;<br>&#8211; 91% agree the ad communicates: \u201cReal Canadian Superstore offers a great variety of products\u201d;<br>&#8211; 82% agree the ad communicates: \u201cReal Canadian Superstore caters to each shopper\u2019s different needs\u201d;<br>&#8211; 74% agree the ad communicates: \u201cReal Canadian Superstore reflects the values Canadians care about\u201d;<br>&#8211; 85% agree the ad communicates: \u201cReal Canadian Superstore is the store for all Canadians\u201d;<br>&#8211; 65% felt a lot or somewhat more positive about RCSS having seen the ad;<br>&#8211; 74% said they enjoyed seeing the ad.<br><br><strong>Digital results:<br><\/strong>Our campaign exceeded benchmark performance on all digital mediums the campaign ran on: Twitter, Pinterest and YouTube.<br><br>Most notable, on YouTube, our 30-second skippable ads were viewed 50% higher than benchmarks, demonstrating a genuine interest from our audience to view the content.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n    <div class=\"content-wrap our-work-page color-definer light-color\" id=\"content-gallery-69fc48ab8c793-7196\">\r\n        <div class=\"section-wrap image-gallery-block\">\r\n            <div class=\"center-container\">\r\n                <div class=\"image-gallery-row 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