Imagining a more human conference.

In January 2020, we were challenged to refocus one of Canada’s largest food retailers around an ambitious new goal to help all Canadians Live Life Well – all 37,000,000 of them.

To launch Loblaw’s new customer-centric brand purpose in a meaningful way, we needed colleagues to not just see and do, but to feel and experience the value of helping all Canadians Live Life Well. So at our National Kick Off conference in Halifax, we built an entire town representing Canada from coast-to-coast and invited colleagues to walk a day in their customers’ shoes, literally.

The town took up roughly two thirds of our overall event space and the rest was dedicated to brand immersions. So after colleagues experienced a day in the life, they were invited to explore seven fully custom builds designed to show how each of our brands are carefully designed to deliver on that promise, and to help all Canadians live the life they want to live, as well as they can.