When Loblaws opened its flagship store at Maple Leaf Gardens in 2011, it was received with mixed feelings by some of the local community. To mark its one-year anniversary and the beginning of the Holiday season, Loblaws wanted to create an exciting in-store customer appreciation experience that showcased the store as the one-stop-shop for all holiday needs. Success for Loblaws would include an increase in store traffic and sales during the activation.


Kognitive Marketing created a Winter Wonderland event at the flagship store in downtown Toronto. The creativity and unique experience of the activation (including a life-size gingerbread house, contests, direct mail, in-store activities for both kids and adults) attracted customers and families from within the community and beyond, as well as the media. These events highlighted the store’s offerings and engaged the entire family in their shopping experience at Loblaws.

Watch how we did it: https://www.youtube.com/watch?v=km6zd1XCl2U


Loblaws achieved record sales and in-store traffic during the Winter Wonderland event. Kognitive surpassed the contest entry target by 385% and the event generated over $326,400 in earned media.

“The Staff received an overwhelming number of positive (and voluntary) feedback. I look forward to working on future projects with the team” – Jacqueline Leung, Marketing Specialist, Loblaw Companies Limited

About This Project