#ToastToPride: LCBO LAUNCHES EXPANDED PRIDE MONTH CAMPAIGN TO CELEBRATE WITH ONTARIO
June 5, 2019
After popping the cork on its first Pride Month in 2018, the LCBO is bringing the celebration to all of Ontario this month with #ToastToPride, a comprehensive campaign with more ways for customers to celebrate and support the LGBTQ2+ community. Starting today and growing throughout the month, #ToastToPride promotes diversity and inclusion in-store, across social media channels, with limited edition Pride merchandise and products as well as a fundraising initiative that invites customers to show their pride.
“The LCBO is proud to continue to support Pride with a new and innovative campaign that reflects our business and commitment to diversity and inclusion,” said George Soleas, President & CEO, LCBO. “From our employees to our customers, our communities are stronger because of our diversity.”
LCBO gets together with Pride Toronto as an Official Supporter
As an Official Supporter of Pride Toronto 2019, #ToastToPride reflects the festival’s creative look and feel while integrating messages of acceptance and meanings behind common LGBTQ2+ symbols. In Toronto, 14 Pride activated stores feature interior and exterior signage starting this week. Pride revelers can also spot wild postings in and around the festival footprint starting June 10.
To spread pride across the province, the campaign extends across social media channels and on LCBO.com where all online orders will receive limited Edition Pride coasters, while supplies last. In-store signage spreads to more than 660 stores for Pride weekend from June 20-23.
“We’re thrilled to be partnering with the LCBO on #ToastToPride,” said Olivia Nuamah, Executive Director of Pride Toronto. “With Pride Month officially underway, we look forward to a month of celebrating the incredible diversity within our city and spreading pride and acceptance across Ontario. We’re happy to have the LCBO raising a glass in support.”
Fundraising campaign supports Women’s College Hospital Foundation and equity in healthcare
The LCBO is raising more than a glass by supporting equity in healthcare and fundraising for Women’s College Hospital Foundation. Customers at select stores and online can purchase limited edition Pride tote bags for $4.95. All proceeds support Women’s College Hospital Foundation – the Honoured Group of Pride Toronto 2019 – and their efforts to provide high-quality, timely and compassionate care for marginalized communities. Customers may also donate $2, $5 or $10 with their purchase.
“Together, the LCBO and Women’s College Hospital Foundation have an incredible opportunity to engage Ontarians in the movement to build a healthier and more equitable world for everyone,” says Jennifer Bernard, president and CEO of Women’s College Hospital Foundation. “We are so grateful to the LCBO for stepping forward as a champion of health equity as we rally communities across the province to raise more than a glass in support of the hospital’s mission to revolutionize healthcare for women and for all.”
A number of beverage alcohol products are also supporting pride this month. Bud Light, a proud partner of Pride Toronto, is celebrating with limited edition Bud Light Pride six packs with a portion of sales going towards Rainbow Railroad, the charity of choice for this year’s festival. Other Pride products include
Absolut, Blu Giovello Prosecco, Villa Sandi Prosecco, and Ernest Dry Cider. Customers can find Pride products in select stores and online beginning June 11 at LCBO.com/pride.
#ToastToPride launches June 3 in select Pride activated stores with fundraising and tote bags available starting June 10. All LCBO stores celebrate and support Pride weekend from June 20-23.
The #ToastToPride campaign was created by LG2 Toronto and executed by LCBO’s in-house Corporate Social Responsibility, Marketing, Merchandising and Retail Teams. PhD managed media buying and paid social media strategy.
For images, video and interview requests, visit our Media Centre and contact the LCBO Press Office.
About the LCBO
Established in 1927 and as a crown corporation accountable to the Ontario Ministry of Finance, The LCBO (Liquor Control Board of Ontario) has a mission of being a best-in-class, customer-first, responsible retailer and wholesaler, supporting local communities and delivering value to Ontarians. As one of the world’s largest buyers and retailers of beverage alcohol, the LCBO operates 670 retail stores, e- and m-Commerce platforms, and services 210 agency stores and close to 364 authorized grocers, bringing more than 26,000 products from more than 80 countries annually to consumers and licensed establishments. In Fiscal Year 2017-18, the LCBO transferred $2.12 billion in dividends to the Ontario government which support public services such as health care, education, and infrastructure and raised $11.4 million in charitable donations.
LCBO Press Office