THAT’S RESPONSIBLE HOSTING
THE LCBO EDUCATES AND INSPIRES THIS HOLIDAYS WITH RESPONSIBLE HOSTING CAMPAIGN
Province-wide Corporate Social Responsibility marketing campaign includes out-of-home, digital, experiential marketing and influencer relations
November 27, 2017 – Toronto – The LCBO is making the season safer and more enjoyable for Ontarians through its annual Holiday Corporate Social Responsibility marketing campaign. Launching today, the comprehensive, six-week campaign drives awareness of responsible consumption and aims to help consumers incorporate beer, wine and spirits into their festivities in a thoughtful and informed way.
“We value the role our products play in holiday celebrations. It’s not about not drinking, it’s about equipping hosts with tips, tools and entertaining ideas on how to throw a unforgettable and responsible party,” said Jennifer Bell, Executive Director, Communications & Corporate Social Responsibility, LCBO. “Through clever creative and shareable content, our goal with this campaign is to help consumers see that responsible hosting is more than preventing guests from drinking and driving or drinking in excess. It means serving delicious food throughout the night, having water flow as freely as wine, and mocktail options that are as delicious as they are inclusive.”
Talking to consumers over the legal drinking age —with a focus on Adults 25-54 who purchase and/or consume beverage alcohol, primarily for social occasions and celebrations over the holidays —the campaign stresses the importance of responsible hosting through compelling out-of-home, digital, and social executions.
With a central theme “That’s Responsible Hosting,” the campaign aims to educate hosts on the importance of planning ahead to avoid drinking and driving, staying hydrated, eating between drinks, pouring the recommended servings of beer, wine and spirits, and offering a non-alcoholic option for those who can’t or don’t feel like consuming:
· Media buy includes out-of-home transit shelters in high-traffic areas throughout Toronto, Ottawa, Mississauga, Vaughan, Markham, Hamilton, London, Kitchener, St. Catharines and Brampton, featuring witty taglines that reinforce responsible hosting components: “The keys to a great party? No keys at all,” “H2O! H2O! H2O!” “Eat, Drink, eat, and be merry,” and “If it looks and tastes like a cocktail, it might be a mocktail.”
· The campaign leverages digital to deliver impactful messages through interactive banners that engage users with a gamification, such as, “Guess the perfect serving size,” “What’s the best way to get everyone home safe?,” “When’s the best time for a water,” and “Spot the mocktail.” Big-box ads are running on popular lifestyle sites including, Martha Stewart, Chatelaine, All Recipes and AOL’s lifestyle properties.
· To help ensure responsible hosting messages are shared in a credible and authentic way, the LCBO partnered with lifestyle influencers for social and earned media coverage and sponsored content. Entertaining expert Liv Judd Soye, Diala Canelo of Diala’s Kitchen, and Pretty Ugly co-owners and bartenders Evelyn Chick and Robin Goodfellow will be posting photography and recipes and offering tips and entertaining ideas for responsible hosting throughout the duration of the campaign, on Instagram and Twitter. Videos featuring influencers speaking to the components of responsible hosting will also be leveraged through paid Facebook posts and 30 second pre-roll spots (YouTube).
· Rounding out the campaign, the LCBO is treating customers for planning ahead with an experiential execution. Throughout December, street teams are popping-up in high-traffic transit stops in Ottawa (December 8), Toronto (December 15) and London (December 16), distributing hot cocoa and cider to those who are making a responsible choice by taking transit to and from their holiday events. To maximize the activation’s shareability, live carolers will serenade passersby with holiday favourites
The LCBO’s annual Holiday Corporate Social Responsibility campaign was designed by Bensimon Byrne and Narrative PR. Media buying was handled by PHD Media.
Visit www.lcbo.com for more information. For campaign images, visit our online media centre.
Follow @LCBONews and @LCBO_ATC on Twitter and Instagram @alwaystakingcare. Follow our influencers on Instagram: @livjudd, @dialaskitchen, @robandcheese, @evelynchick.