The LCBO’s Food & Drink is a well-respected publication. It’s a glossy, colorful magazine stuffed with entertaining ideas, dazzling photography, and top-notch wine and spirit recommendations. In fact, it’s one of the most popular publications in liquor stores across Ontario.
While the LCBO may have launched its own digital ad campaign in September, it is also partnering with media and creative agency PHD to bring the same brand name luster to its in-store Food & Drink Magazine. This will include a number of social and pre-roll media platforms. Among other things, it’s one of the most innovative initiatives rolled out by the LCBO in recent years.
For a start, the LCBO is putting out a special edition Winter Food & Drink Magazine that will hit store shelves on January 14. The LCBO has also introduced a new #PairItForward campaign that celebrates the food and drink industry and inspires people to support local small businesses by using the hashtag.
One of the best parts of the aforementioned LCBO campaign is that it is free to download. There are also several recipes available on the LCBO website.
However, it’s the aforementioned Food & Drink magazine that has the distinction of being the most notable ad. According to LCBO spokesman Chris Layton, the magazine is a crucial promotional tool that drives sales of alcohol and a lot of it. Unlike a catalogue, a slew of local companies have gotten an exclusive pass to display their products inside the LCBO’s stores taraftarium24.