2012 Chinese New Year


Monsoon Communications


No Frills
Real Canadian Superstore


Communications Strategy


Eugene Chan, Creative Director
Sensu Communications,
Chinese Strategy
Monsoon Communications,
Multicultural Agency of Record to Loblaw Companies Ltd.

Chinese New Year is not only widely celebrated amongst Chinese families worldwide but also a high holiday at Loblaws and its banners of stores.

Loblaw Companies Ltd commissioned their multicultural agency of record, Monsoon Communications to position their store banners - Loblaws, No Frills and Real Canadian Superstore - as the ideal place to shop for all Chinese New Year needs, especially in this special Year of the Dragon.

As Monsoon's strategic agency partner, Sensu worked with Monsoon Communications to develop an overarching communications strategy targeted at the Chinese market. Following our Authentic Branding™ approach, Sensu infused inspiration found from consumer insights into the key messaging to bring out the core attributes and benefits of the store banner brands.

Using a strategic mix of traditional Chinese New Year elements, symbols and rituals, the big idea leveraged the emotional feelings associated with this festive holiday to drive an authentic shopping experience for customers.

The integrated communications campaign was handled by Monsoon Communications and launched across TV, print and radio and in-store signage.